Promotional Modeling 101 - How To Get A Beverage Promotional Job

Transcription

Table of Contents
Copyright Notice: ............................................................................................................................... 9
© 2011 Boost Sales and Marketing, LLC. All Rights Reserved. Printed in the
United States of America. Except as permitted under the United States Copyright
Act of 1976, no part of this E-book training course may be reproduced or
distributed in any form or by any means, or stored in a database or retrieval
system, without the prior written permission of the publisher. We will prosecute
against anyone reselling this e-book training course without our explicit written
permission. ........................................................................................................................................... 9
Introduction ........................................................................................................................................ 10
Understanding How the Beverage Industry Works ............................................................. 11
Beverage Supplier ............................................................................................................................ 12
Beverage Distributors ..................................................................................................................... 14
Best Way to Contact Your Local Beverage Distributor ...................................................... 21
Beverage Suppliers Brand Rep: Understand their role...................................................... 22
Beverage Distributor Sales Rep: Understand their role................................................... 22
Understand what a Distributor expects from a Promotional Model: ............................ 23
Retailers – On and Off Premise................................................................................................... 24
Promotional Marketing Agencies (Team Enterprises) ........................................................ 24
Understand the role of a Promotional Marketing Agency: ............................................... 25
Why Marketing Agencies Hire Event Staffing Firms: .......................................................... 26
Understand What an Event Staffing Firm Does: .................................................................. 27
Why Beverage Clients Hire Multiple Marketing Agency: ................................................... 28
Why Agencies and Clients Hire Promotional Models: ......................................................... 29
©Boost Sales and Marketing, LLC
Page 2
How to Impress the Agencies Clients: ..................................................................................... 30
Why Promotional Models Need Beverage Promotional Training: .................................. 31
Promotional Sales and Marketing Training: ........................................................................... 31
Understand Event Marketing:...................................................................................................... 32
Understand Field Marketing:........................................................................................................ 33
What is a Brand Ambassador? .................................................................................................... 33
Understand what a Marketing Campaign is and How to Execute them: .................... 34
Why promoting a beverage is different than promoting any other type of
consumer product: .......................................................................................................................... 35
Promoting Functional Beverages ................................................................................................ 35
Promoting Craft Beers .................................................................................................................... 36
Understand various beer styles: ................................................................................................ 36
Why Promotional Marketing Boost Sales:............................................................................... 37
How the Human Memory Works: ............................................................................................... 38
Branding – How to Build a Brand: ............................................................................................. 40
Understand what a “Brand Experience” is: ............................................................................ 41
Understand Brand Positioning: ................................................................................................... 42
Understand the main Attributes and Benefits of a product: ........................................... 43
How to Tell a Brands Story® ....................................................................................................... 44
How to turn Product Features into Benefits: ......................................................................... 45
Why do people drink the product you are promoting ........................................................ 45
Why is it tough getting a person to do what you want during a promotion? ........... 46
How to deliver a Brands Message and make it stick: ........................................................ 47
Understand what the targeted consumer wants to hear: ................................................ 47
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Who are the beverage manufacturers targeted consumers? .......................................... 48
Understand a male consumer’s mindset: ............................................................................... 49
Understand why it’s important to learn topics that interest guys: ............................... 49
Understand how to get consumers to sample your beverage: ...................................... 50
How to answer questions when sampling a new beverage: ........................................... 51
How to get consumers to purchase a beverage after sampling it: ............................... 51
Where does their targeted consumer purchase their product? ...................................... 52
Understand the Off-Premise business: .................................................................................... 53
Understand Shopper Behavior: .................................................................................................. 54
In-Store Decision Making .............................................................................................................. 55
Why do deals motivate consumers to take action? ............................................................ 55
Influence consumers shopping behavior and get them to purchase your product:
................................................................................................................................................................ 56
In-Store Marketing – Add Value to the Retailer ................................................................... 57
How to Entertain consumers in the store: ............................................................................. 57
Understand the On-Premise Business: .................................................................................... 58
Optimize your On-Premise Promotions .................................................................................... 59
How to effectively work with on-premise staff and get them to help you promote:
................................................................................................................................................................ 60
Why traditional on-premise promotions do not work? ...................................................... 62
Understand why you are required to have strong communication skills: .................. 63
How to be a People Magnet – Draw Consumers To You: ................................................. 64
How to get a consumer wanting to talk to you: .................................................................. 64
How to Approach Consumers:..................................................................................................... 65
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Introduction Script for one of Miller Lite’s past summer promotions: ....................... 66
How to engage and have a conversation with your targeted consumer .................... 68
How to hold your listeners attention ........................................................................................ 68
How to get Consumers to Relax during the promotion: ................................................... 70
How to make a Guy feel comfortable around you: ............................................................. 71
Why it’s important to make people laugh during your interaction: ............................. 71
Flirting 101- How to stay on the mind of a Male consumer: .......................................... 73
Know when to flirt and when not to flirt: ............................................................................... 75
Delivering a Message with Confidence..................................................................................... 75
How to have the right Promotional Voice: Speak up and Be Heard ............................. 76
5 Tips to Project a Confident and Commanding Voice: ..................................................... 77
How to gain confidence during a promotion: ........................................................................ 79
How to change the moment for the person you are talking to: .................................... 80
How to Stimulate the Person you are speaking with:........................................................ 80
How to promote without being annoying: .............................................................................. 81
Inform consumers in an experiential way: ............................................................................ 82
What are you going to do to get them to switch? ............................................................... 82
MILLER LIGHT TASTE CHALLENGE SCRIPT – MILLER LITE VS. BUD LIGHT ............. 83
Other Ways to Convert Consumers to your Brand: ............................................................ 87
Executing On-Premise Beverage Promotions ........................................................................ 89
What to do when you arrive at the promotion:.................................................................... 90
Impression vs. Participant vs. Intercept: ............................................................................... 91
How To Prepare before the Promotion Begins: .................................................................... 92
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How you should act during the promotion ............................................................................. 92
Who you need to speak to and interact with at a promotion:........................................ 93
How to have a better Promotional Experience ..................................................................... 94
What should you do if an account is not busy? .................................................................... 96
How can a promotional model gather consumer data? ..................................................... 97
How to Handle Your Anxiety when promoting around large crowds: .......................... 98
How to promote in a loud atmosphere: .................................................................................. 98
How to promote at a Special Event (sports, racing, concert…etc) ............................... 99
Tips to stay motivated during the promotion: .................................................................... 101
Becoming a Beverage Promotional Model ............................................................................ 102
What it takes to be a Beverage Promotional Model.......................................................... 102
The Look of a Beverage Promotional Model......................................................................... 103
Understand what an Independent Contractor is: .............................................................. 105
Various types of Sales Promotions: ........................................................................................ 106
Where can a Promotional Model build Brand Awareness and Boost Sales .............. 107
Types of Promotional Models ..................................................................................................... 109
Why would you want to become a Promotional Model? .................................................. 109
Promotional Modeling Opportunities ....................................................................................... 110
A promotion could be for: ........................................................................................................... 111
Types of Promotions...................................................................................................................... 111
Different Types of Beverages you can Promote ................................................................. 112
Requirements of a Beverage Promotional Model ............................................................... 112
Responsibilities and Rules of a Promotional Model ........................................................... 113
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You are responsible for your Travel and Expenses ........................................................... 114
You are responsible for your Taxes......................................................................................... 114
Work related Items you can write off on your taxes........................................................ 115
Items every Promotional Model should own ........................................................................ 115
How long does a typical promotion last? .............................................................................. 116
During the Promotion Responsibilities ................................................................................... 120
How to Make More Money doing promotions ...................................................................... 121
How to get more modeling jobs by networking with other models: .......................... 121
How much does a Promotional Model make? ...................................................................... 121
How long will it take to get paid? ............................................................................................ 122
Terms of Employment and Accountability: .......................................................................... 122
Time Sheets: .................................................................................................................................... 123
Fitness and maintenance............................................................................................................. 123
Pay attention to details ................................................................................................................ 123
How To Act Professional .............................................................................................................. 124
How not to get Black Listed ....................................................................................................... 125
How to deal with Unreliable Promotional Agencies: ......................................................... 125
Understand how agencies choose promotional models: ................................................. 126
Understand why the internet may be a waste of your time when looking for
modeling jobs:................................................................................................................................. 126
How to get jobs with different promotional modeling agencies: ................................. 127
Finding Beverage Promotional Jobs ........................................................................................ 128
Multiple places you can find Promotional Modeling Gigs? .............................................. 128
How To Apply for Modeling Gigs based on your personality: ....................................... 129
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How to correctly Apply for a promotional job ..................................................................... 130
How to Grab the Hiring Managers Attention: ...................................................................... 130
Learn what to say when you are applying for a Promotional Modeling position: . 132
Submitting Photographs and Resume .................................................................................... 132
How to Submit The Right Photos ............................................................................................. 133
Types of Photos to Submit.......................................................................................................... 134
How to develop a good Promotional Resume ...................................................................... 140
What should you put on your Promotional Resume? ....................................................... 140
Promotional Modeling Interview ............................................................................................... 143
How to properly Prepare for a Promotional Modeling interview: ................................. 143
Understand what a Hiring manager wants to hear during the interview: ............... 143
How to avoid costly interview mistakes: .............................................................................. 144
Typical Interview Questions a Hiring manager will ask you: ........................................ 145
What should you wear during an Promotional Interview? ............................................. 145
How to Stand Out from the Competition:............................................................................. 146
Appendix A: Beer Terms ............................................................................................................ 147
Appendix B: Beer Style Guide.................................................................................................. 149
Appendix C: Companies that are Hiring Promotional Models ...................................... 149
Appendix D: List of Top 100 Agencies plus contact info ............................................... 154
Appendix E: *Bonus* Personal Contact List of Agencies and Brands ...................... 154
Page 8
Copyright Notice:
© 2011 Boost Sales and Marketing, LLC. All Rights
Reserved. Printed in the United States of America. Except
as permitted under the United States Copyright Act of
1976, no part of this E-book training course may be
reproduced or distributed in any form or by any means,
or stored in a database or retrieval system, without the
prior written permission of the publisher. We will
prosecute against anyone reselling this e-book training
course without our explicit written permission.
Page 9
Introduction
Have you ever dreamed of having a job that made you feel sexy, allowed you to
meet new friends and party. Red Bull Girls, Monster Energy Drink Girls and other
beverage models are living that very dream. Most girls can only dream of
becoming a beverage promotional model because it is so hard to get into.
One of the questions I always get from thousands of girls is “How do I Become a
Beverage Model?” I never realized how secretive this industry is and for that
reason I decided to write this book and help you succeed as a beverage
promotional model.
If you understand what a model does and you understand the beverage industry,
then you can stop dreaming and actually become a beverage model.
Beverage Promotional models are attractive, sexy and glamorous influencers that
build brand awareness and encourage consumers to try a new or existing
beverage.
Promotional modeling is one of the fastest and easiest ways to make money and
have fun. You do not have to worry about your height or getting taken advantage
of from con-artist trying to sell you an expensive portfolio or false dreams.
Promotional modeling is probably the best way to get your start in the modeling
industry for various reasons.
If you are attractive, a great communicator and able to make people like you,
then you are going to be in high demand because every company needs a boost in
sales.
Finding beverage promotional jobs can be excruciating and extremely frustrating
if you do not know where to look.
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Companies are starting to move away from doing traditional promotions where
girls are just handing out beads because they are not boosting sales. Beverage
companies are transitioning into experiential marketing where they let consumers
interact with the brand.
Beverages are getting more complicated with added functional ingredients and
craft beers that need their Stories to be told and beverage marketers are putting
more emphasis on training the girls that will be representing their brands.
After you finish reading this book, you will know exactly how to successfully
conduct a beverage promotion, where and how to obtain beverage promotional
jobs.
You have to understand the beverage and modeling industry in order to be a
successful beverage model and get as many job offers as possible.
Understanding How the Beverage Industry Works
The beverage industry is a very large and complicated industry and most of all, a
very fun industry to be a part of. Beverage companies are extremely competitive
because they are fighting for the mouths of every consumer and shelf space in
every retail account.
There are literally thousands of beverages in the market and thousands more
introduced every year. 95% of most beverages do not succeed. Knowing that the
beverage industry is so competitive among brands, you should understand why
beverage companies put so much emphasis on Marketing.
This is where the beverage industry needs you to help them build their brand
awareness and get potential consumers to listen to their message and hopefully
getting them to become loyal fans of the beverage.
Beverage companies are always sampling their new beverages and sponsoring fun
events that you are an elemental part of.
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Understanding how the beverages get to the consumers and how beverage
companies influence consumers to purchase their beverages starts now…
4 Main Players
• Beverage Supplier (MillerCoors) – Brand (Miller Lite)
• Beverage Distributor (Manhattan Beer Distributors)
• Retailer – On and Off Premise (7-11 c-store)
• Promotional Marketing Agency (Team Enterprises)
Beverage Supplier
The beverage supplier is the manufacturer of the beverage. Miller Brewing
Company makes Miller Lite and various other beers. Miller Brewing Company has
now partnered up with Coors Brewing Company currently known as MillerCoors.
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MillerCoors hires brand managers for each brand that they make. These brand
managers are responsible for the marketing and development of their designated
brands. They develop plans to market their specific beer to their targeted market.
Miller Lite targets young male adults between the ages of 21-29. They go after
this group of consumers because they are still in the early stages of their life
where they are trying different beers until they find the one they like.
Male consumers also purchase more than 80 % of beer. I understand that girls
drink beer also but since the majority of beer consumption is by men, they are
going to be the main target for beer companies.
It is also easier to persuade this group because they are just looking to have a
great time and are not as stuck on one brand as an older consumer may be. If you
have a conversation with some of these guys and ask them why they drink a
certain brand of beer, you will get all type of answers but one of the main reasons
is because their friends drink it or because of the price.
It is very hard to convert a 50 year old male Budweiser drinker to switch over to
Coors Light. They have been drinking Budweiser for so long and they are loyal to
it. They may even be able to tell you more information about the company than
you care to know. Trying to get them to drink a light beer is going to be extremely
tough and if they switch, it will not be for long.
Knowing this type of information will allow you to target specific consumers.
Since you know it is tough to get an older guy to switch, you are going to spend
more time convincing a younger male consumer that fits the demographics of the
beer you are promoting.
The Miller Lite Brand Manager will develop a marketing campaign or strategy to
get male consumers to drink more Miller Lite. They will come up with various
marketing strategies that may include prizes, games, coupons, trips, taste
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challenges and various other rewards just to motivate a consumer to try Miller
Lite.
The main objective of a Marketing Manager is to build the awareness of Miller
Lite, get new drinkers for Miller Lite and get consumers to switch from drinking
bud light. There are various ways of doing this and you will learn as you continue
reading…
One important point you need to remember is that any marketing program or
strategy has to convert to sales. It does no good if consumers laugh at the Miller
Lite commercials but continues to purchase Bud Light at the bar or c-store.
It does not do Miller Lite any good to pay you $30 per hour to make guys laugh as
they continue drinking bud light. If you want to just be an entertainer, then you
should join the circus. I just had to add that little piece because I do not want you
to think it is all fun and games. The company has to sell more beer in order to
sponsor fun events, pay promotional models and their employees. This goes for
all beverage companies..Monster, Red Bull and Bacardi are in business to Sell
More of their Beverages.
Beverage Distributors
A beverage distributor’s job is to purchase beverages from the beverage supplier
and deliver those beverages to various retailers for the consumer to purchase.
You have probably seen the Coors Light 18 wheeler at a convenience store or bar
before, well that belongs to the beer distributor.
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In the alcohol industry, it is illegal for a beer supplier (Coors Brewing Co.) to sell
beer directly to any retailer. This is known as the 3 tier distribution system. Ex.
Coors Brewing Company sells its beer to Manhattan Beer Distributors and
Manhattan Beer sells Coors Light to 7-11 and the local bars in their territory.
Beer distributors and Beer suppliers are not allowed to sell beer to consumers
directly. The beer must be purchased from a retailer. So you cannot go to a beer
distributor and purchase beer directly from them.
A beer distributor for example can carry hundreds of various beverages from as
many suppliers as they want as long as it’s not a conflict between competing
brands. You will probably never see a Budweiser Distributor distributing Miller
Lite or Coors Light unless the town is so small that they only have one distributor.
Manhattan Beer Distributor for example is a MillerCoors distributor and they
deliver hundreds of beverages other than just beer and MillerCoors products..
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Manhattan beer is also the largest distributor of Corona beer in the US. They also
distribute various brands of water, beer, energy drinks, and sports drinks…you
name it and they deliver it.
Take Hensley Distributor in Phoenix, Az. Look at the various beverages they carry:
Hensley Beverage Company Distributes 700+ Beverage Brands Under 4 Divisions
ANHEUSER-BUSCH PRODUCTS DIVISION
Budweiser Family
Budweiser
Budweiser, Bud Light, Budweiser Select, Select 55, Bud Ice, Bud Ice Light, Bud Light Lime, Budweiser
American Ale, Bud Chelada, Bud Light Chelada, Bud Light Golden Wheat
Michelob Family
Michelob, Michelob Light, Michelob Ultra, Michelob Ultra Amber, Michelob AmberBock, Michelob Pale
Ale, Michelob Marzen, Michelob Porter, Michelob Dunkel Weisse, Michelob Ultra Pomegranate
Raspberry, Michelob Ultra Cactus Lime, Michelob Ultra Fruit Punch
Busch/Natural Family
Busch, Busch Light, Busch Ice, Natural Light, Natural Ice
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Imports
Stella Artois, Boddingtons, Hoegaarden, Beck's, Beck's Dark, Beck's Light, Staropramen, Czechvar,
Bass Pale Ale, Leffe, Harbin, Tennents Lager
Redhook Family
Redhook website
Redhook ESB, Redhook Mud Slinger, Longhammer IPA, Redhook Slim Chance, Redhook Double Black
Stout, Belgian Tripel, Treblehook Barley Wine Ale, Redhook 841 Expedition Ale, Seasonals: Late
Harvest, Sunrye, Winterhook, Copperhook
Widmer Family
Widmer website
Widmer Hefeweizen, Widmer Broken Halo IPA, Widmer Drop Top Amber Ale, Widmer Drifter Pale Ale,
Widmer Pitch Black IPA, Widmer Deadlift Imperial, Cherry Oak Dopplebock, Prickly Pear Braggot,
Seasonals: Brrr, Oktoberfest
Kona Family
Kona Brewing Co. website
Kona Fire Rock Pale Ale, Kona Longboard Lager, Kona Wailua Wheat, Kona Pipeline Porter
Seasonals
Jack's Pumpkin Spice Ale, Bourbon Cask Ale, Beach Bum Blonde Ale, Beck's Octoberfest, Hop Hound
Amber Wheat
Kirin Family
Kirin website
Kirin Ichiban, Kirin Light
Malt Liquors
King Cobra, Hurricane
Rolling Rock Family
Rolling Rock website
Rolling Rock, Rock Light
Organic Beer
Stone Mill
Wheat/Barley Free
Redbridge
Specialty Beers
Landshark Lager, TILT, TILT Green, TILT Red, Shock Top Belgian Wheat, Wild Blue, Goose Island
Bourbon County Stout, Lamar St. Pale Ale, Matilda, Sofie, Pere Jacques (select distribution)
Bacardi Silver
Pomegranate Mojito, Mojito Lime, Lemonade, Signature Sangria
Non-Alcohol Brands
O'Doul's, O'Doul's Amber, Busch NA, Beck's NA
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CRAFT/SPIRITS DIVISION
Sierra Nevada Family
Sierra Nevada Brewing website
Year-Round line up: Stout, Porter, Pale Ale, Torpedo, Kellerweis; Seasonal: Jan-March, Glissade;
April - July, Summerfest; July - Oct, Tumbler; Oct - Dec, Celebration. Sierra Nevada brews various
specialty and limited release products throughout the year as well.
Moosehead Family
Moosehead website
Moosehead Lager, Moosehead Lager Light
Gordon Biersch Family
Gordon Biersch website
Gordon Biersch Hefeweizen, Gordon Biersch Czech Style Pilsner, Gordon Biersch Blonde Bock, Gordon
Biersch Marzen, Gordon Biersch Festbier, Goron Biersch Winterbock
Odell Brewing Company
ODell Brewing website
90 Shilling, Easy Street Wheat, 5 Barrel Pale Ale, India Pale Ale, Cuthroat Porter, Woodcut #2, Nitro
Cutthroat Porter, Isolation Ale, India Barley Wine, Woodcutt Series, Bourbon Barrel Series; Seasonal:
Odell Red Ale (Spring), St. Lupulin (Summer), Isolation (Winter)
Firestone Walker Brands
Firestone website
Double Barrel Pale Ale, Pale 31, Union Jack IPA, Solace, Humbolt Hemp Ale, Nectar Red, Nectar IPA,
Anniversary Ale XII, Velvet Merlin, Abacus, Parabola
Green Mountain Beverage
Green Mountain Beverage website
Woodchuck Draft Cider Granny Smith, Woodchuck Pear Cider, Woodchuck Raspberry Cider,
Woodchuck Draft Amber Cider, Woodchuck Dark & Dry Cider 802, Cider Jack, Woodpecker Cider,
Strongbow, Anniversary Series - Ocktoberfest, Parabola
New Century Brewing
Edison Light Beer website
Edison Light Beer
Sleepy Dog Brewing
Sleepy Dog website
Dog Pound Pale Ale, Red Rover Irish Red, Leg Humper Hefeweizen, Wet Snout Milt Stout
Mogollon Brewing
Mogollon Brewing website
Wapati Amber Ale, Horny Toad IPA, Apache Trout Stout
Prescott Brewing
Prescott Brewing Co. website
Liquid Amber Ale, Ponderosa IPA
Old World Brewing
Old World Brewery website
Nitro Blonde Ale, 4 Leaf Irish Red Ale, Dark Knight Porter
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Oskar Blues Brewing
Oskar Blues website
Nitro Blond Ale, Old Chub, Mama Little Yellow Pilsner, Gordon, Ten Fidy, Gubna
Blanco Basura Beer
Blanco Basura website
Blanco Basura w/tequila, Blanco Basura w/whiskey
Beer 30 - 30-pks and 24 oz. cans
MALT LIQUORS: CORE High Gravity, CORE High Gravity Spike Punch, CORE High Gravity Orange,
CORE High Gravity Green, El Jefe, CAMO Silver Ice, CAMO Black Ice, CAMO Black Extra
TEQUILA: 3 Amigos Tequila (Anejo, Reposado, Blanco)
3 Amigos Tequila website
Corrido Tequila
Corrido Tequila website
MIXERS
Taste of Florida: Pina Colada, Strawberry Daiquiri, Raspberry Daiquiri, Margarita, Sour mix,
Grenadine, Lime mix, Triple Sec, Bloody Mary mix, Spicy Bloody Mary Mix, Blue Curacao, Pomegranate
MARGARITA MIX: Margarita Sensations
Margarita Sensations website
VODKA: Hammer + Sickle Imported Russian Vodka Hammer & Sickle website , Pryde Vodka Pryde
Vodka website, High Spirits Vodka (Chili, Prickly Pear, American) High Spirits website
RUM: High Spirits Landbubber Rum
LIQUEUR: Rhythm Liqueur Rhythm website , Prickly Pear Liqueur
NON-ALCOHOL DIVISION
READY-TO-DRINK BEVERAGES
Oh Yeah! Protein Shakes - also protein bars/wafers (Shakes -- Chocolate, Vanilla, Strawberry, Cookies
& Creme, Banana), (Bars -- Chocolate & Protein, Peanut Butter & Caramel, Vanilla Toffee Fudge,
Almond Fudge Browinie, Creamy Vanilla & Caramel, Peanut Butter, Cookie Caramel Crunch &
Strawberry), (Wafers - Chocolate, Chocolate Peanut Butter, Mint, Peanut Butter Cup, Vanilla Creme,
Vanilla Peanut Butter) Oh Yeah! website
Redline Protein Rush Shakes - Vanilla Dream, Banana Supreme, Strawberry, Chocolate Dream
EAS Myoplex (chocolate, vanilla, strawberry, banana) EAS website
Nesquik (low-fat and RTD shakes - Chocolate, Double Chocolate, Chocolate Fat Free, Very Vanilla,
Banana, Strawberry) Nesquik website
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WATER
Icelandic Glacial Icelandic Glacial website , Vidration Vitamin Enchanced Water (Recover, Multi-V,
Power, Energy, Defense) Vidration website , Arizona Vapor Water, Skinny Water (Lemonade
Passionfruit, Orange Cranberry Tangerine, Peach Mango Mandarin, Raspberry Pomegranate, Goji Fruit
Punch, Acai Grape Blueberry, Kiwi Lime, Blue Raspberry, Pink Berry Citrus) Skinny Water website ;
ULTRA Fit Coconut Water (Redline)
ICED TEA
Arizona Iced Tea Arizona Iced Tea website 20-oz. bottles only
Aronold Palmer Half & Half, Arnold Palmer Black w/Ginseng, Arnold Palmer Pomegranate, Lemon Tea,
Diet Green Tea, Pomegranate Green Tea, Hypotonic Lemon Lime, Watermelon Fruit Juice Cocktail,
Fruit Punch, Mucho Mango, Unsweetened, RX Stress Herbal Iced Tea); Xingteas (Green Tea
w/Ginseng, Mint, Mango, Blueberry, Cherry, Pomegranate, Peach, Raspberry, Just Plain Tea, Sweet
Tea, Half & Half, Cherry Lime Lemonade, Peach Mango Lemonade, Blueberry Pom Lemonade, Green
with Mint)
SODAS
Dad's Root Beer Sodas, (Dad's Root Beer, Dad's Diet Root Beer, Red Cream Soda, Blue Cream Soda,
Orange Cream Soda, Bubble Up Soda, Dr. Wells) Dad's Root Beer website
ENERGY DRINKS
Xyience Xenergy Xyience website (Blu Pom, Cran Razz, Cherry Lime, Mango Guava, Citrus Slam,
Cherry Rush, Lemon Blast, Orange Fuel, Fruit Punch), Killer Buzz Bag n Box, 3 gallon, Molotov
(Tamarindo, Mango, Pineapple, Mango w/Chili & Lime, Pineapple w/ Chili & Lime), BING Energy
Drinks, Redline (Triple Berry, Mandarin Orange, Peach Mango, Grape, Princess Exotic Fruit, Princess
Grape, Princess Peach Mango, Xtreme Watermelon, Xtreme Grape, Xtreme Triple Berry, Meltdown
Peach, Meltdown Watermelon, Meltdown Exotic Fruit, Rush shots in Peach Mango, Grape, Exotic
Fruit), Kronik Energy Drink, Kronik website(Blue Citrus, Vengence, Entourage, Dragon Berry,
Dragon Berry Low Cal, Low-carb versions in each flavor); 5 Hour Energy
JUICE
Langers Juice Langers website , Juicy Juice Juicy Juice website (Apple, Sparkling Berry, Sparkling
Orange, Sparkling Apple, Berry, Spicy Vegetable & Low Sodium Vegetable, Nestle)
COFFEE-MATE
French Vanilla, Hazelnut
HEALTHY SNACKS
POPCHIPS: potato, barbecue, sour cream & onion, salt & pepper, cheddar, sea salt & vinegar -jalapeño flavor coming this summer! Pop Chips website
CRAVE Chips: barbecue, salt & vinegar, sassy original, black pepper & sea salt - MADE IN AZ! Crave
Chips website
Arnold Palmer Tour Mix
JAMES W IMPORTS & QUENCH FINE WINES
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I hope you notice how much opportunities exist for you if you are able to build a
relationship with the beverage distributor. There are a lot of different beverages
to promote and to keep you busy for a very long time.
There is not much competition because most girls do not know about going
straight to the beverage distributor. If you are really good at selling, then the
distributor will be more than happy to have you promote their other brands.
Remember, a beverage distributor is in business to sell as much beverages to
retailers as possible and they can only do that if you are able to get consumers to
purchase more of their products.
Best Way to Contact Your Local Beverage Distributor
If you want to find out who delivers a particular beverage to a retailer, all you
have to do is visit a c-store (7-11) or a small bar and ask to speak to the store
manager, bar manager or the owner. The reason I would suggest going to a small
bar is because they will be able to spend more time with you. You should also
visit the bar during the day when the owner is there and not that many people
will be in there to distract them.
Ask the store manager or owner who delivers their beer, liquor and energy drinks.
If you want to get in contact with the Budweiser distributor, ask the store
manager who delivers their Bud Light. Once you get in contact with the Beer
distributor, you will be able to find out all the other beverages they carry.
I also recommend asking the store manager for the beer distributors sales reps
contact information. The store manager may just give you the name of the
distributor, but if they really like you because you are nice, sexy and you told
them that you want to help increase their sales, they will give you the sales reps
name and number or have the sales rep contact you.
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The reason it’s better to get the sales reps contact information is because they
can get you started promoting faster because they have a relationship with the
brand manager or agency that conducts their promotions.
Beverage Suppliers Brand Rep: Understand their role
There are 2 types of sales reps. The supplier has their own brand sales rep that
works strictly for the brand or supplier. When I worked for Coors Brewing
Company, I was responsible for the entire portfolio of Coors products. I was also
responsible for managing the distributor (Manhattan beer), it was my job to make
sure they focused on selling more of our products because you have to remember
that a distributor carry’s more than Coors Brewing Company products.
The second Rep is the Distributor Sales Rep…
Beverage Distributor Sales Rep: Understand their role
When I worked for Team Enterprises in Hollywood, Ca conducting the Miller Lite
promotions, I worked with Beauchamp Distributors. Beauchamp is the Miller Lite
Distributor in Hollywood. They were not the only beer distributor that handled
the Hollywood accounts but they were the ones I was responsible for.
I would hire all the girls for Miller Lite and coordinate my promotions with
Beauchamp Distributors. The sales rep for Beauchamp was named Mario and he
handled all the on-premise (bars, restaurants and clubs) accounts in Hollywood.
Beauchamp distributors handled a bunch of different beverages other than Miller
Brewing company’s brands.
It was my role to make sure all the promotions were booked and that I built
relationships with all the bars Mario serviced. A lot of girls did not understand
Mario’s position and thought that they did not have to listen to him.
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There may be times when you do not work for an agency and may work with
Mario to promote his other products even including Miller Lite at accounts that
he needs Miller Lite Girls that the agency is not responsible for.
There were times that Mario would hire some of my girls on the side to promote
their energy drinks or craft beers.
A distributor can conduct their own promotions without the support of the brand
or an agency.
At the end of the day, it is Miller Brewing Companies responsibility to build the
awareness of Miller Lite and it’s their distributor’s job to make sure that Miller
Lite is being sold to as many accounts possible and merchandised properly.
Understand what a Distributor expects from a Promotional Model:
Beverage distributors are in business to sell as many cases of beverages as they
can. When a distributor rep walks into an account, they want to see their product
selling quickly so they can reorder and make more money.
They are expecting You to get more guys to purchase the products they are
delivering to the store. They expect You to ultimately boost their sales and make
more money for them.
It also depends on the distributor’s objective for the promotion. If they are hiring
you just to hand out beads and entertain consumers, then they would still like for
that to equate to sales as you talk about the product.
One thing you also might want to keep in mind is that the supplier and the
distributor may split the cost on advertising and that includes hiring promotional
models. The distributors expect you to perform effectively just as much as a
suppliers marketing manager.
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Retailers – On and Off Premise
You have various types of retailers that a distributor will deliver beverages to.
The two main types of retail accounts are On-Premise and Off Premise.
On-Premise accounts sell beverages to be consumed on the premises such as a
bar, restaurant or night club. Any place where you can purchase, sit down and
consume an alcoholic beverage is considered an On-Premise account.
Off - Premise accounts sell beverages that are to be consumed away from their
premises such as grocery stores, convenience stores, liquor stores and mass
retailers such as Costco’s.
When you start to promote beverages, beverage companies will hire you to boost
sales in each of these accounts. You will learn how to promote effectively at each
account because they require a very different approach. If you are promoting in a
bar, they are hoping that the consumers you are promoting to will purchase their
product when they visit their local c-store or grocery store. So the objective stays
the same no matter where you are promoting. Get guys to love the brand you are
promoting.
Promotional Marketing Agencies (Team Enterprises)
So who are these marketing agencies and what do they do? Team Enterprises for
example is one of the largest event/experiential marketing agencies in the US and
Canada. They have various clients which include MillerCoors, Bacardi, Ford,
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Dodge and many other brands in different industries. They currently work with
over 30 different brands.
The Marketing Managers that work for suppliers hire or contract outside agencies
to come up with creative programs that will build their brands image.
Just like large companies hire advertising companies to develop their advertising,
well these same companies hire marketing and promotional agencies to develop
creative programs to extend their marketing reach and build awareness around
their brand.
Marketing agencies are supposed to develop concepts that break through all the
advertising clutter and get consumers to interact with their brands.
Most of these agencies employ marketing professionals and most of these
employees previously were brand managers for product companies.
Team Enterprises is connected with some of the most influential, creative, agency
resources in the industry. I am not endorsing Team Enterprises but I can speak
for them because I have worked with them.
Understand the role of a Promotional Marketing Agency:
Their main job is to create loyalty for their client’s brands. They develop
marketing plans that engage consumers.
Not only do these companies create marketing promotional campaigns, they are
responsible for executing them. They execute the marketing campaign using
promotional models.
Miller Lite will usually run a campaign and they will execute that campaign
through various media outlets. Take Man Law for example, Miller produced
commercials about man law and they used the Miller Lite Girls to go to various
bars and bring the commercial to life by getting guys to write down their own
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man laws. This type of promotion allowed guys to interact with the brand in a fun
way.
Lots of guys and girls enjoyed participating in the Man Law Promotions.
The objectives of most marketing campaigns are to connect with the client’s
targeted consumer in an entertaining way. You want to build a relationship
between the brand and the consumer.
Marketing Agencies develop programs that build relationships with consumers.
They want to get consumers committed and loyal to the client’s brand so the
competition will not influence them away.
You have to realize that beverage companies specialize in making great tasting
beverages. They rely on marketing agencies that specialize in developing
campaigns to help them market and sell more of their beverages to their targeted
consumers.
Why Marketing Agencies Hire Event Staffing Firms:
Most marketing agencies do not have the time to locate, interview and hire
models to conduct their client’s promotions. There is a lot of work that entails
finding the best talent to execute a promotion.
This is also a reason you do not see many advertisements or job postings for
beverage models especially from major brands. You would rarely if ever see a
casting for Monster Energy Girls.
Models have to be screened through interviews. Most girls without experience
find it difficult to get hired just because the staffing company is not qualified to
train promotional models nor do they have time to.
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If the staffing company was required to train the models, the agencies would have
to charge the client more money or pay the models less.
This is one of the main reasons the same girls that have been in the industry
consistently get work and the new girls have a hard time getting in.
Beverage Clients are becoming dissatisfied with the talent most these staffing
companies are supplying them with. There is nothing worst to a young guy than
to see an unattractive Miller Lite Girl or an attractive Miller Lite Girl that is acting
like a biatch.
Understand What an Event Staffing Firm Does:
There are a lot of event staffing companies out in the market and their main role
is to locate specific talent for the marketing agencies or the manufacturers brand
managers.
Marketing agencies will call a staffing agency when they currently do not have
enough girls to fulfill a promotion or when they are looking to do a promotion in a
city where they do not currently have girls.
Staffing agencies do not develop the marketing campaigns or execute them.
You can join as many event staffing companies as you want but you need to
realize that they do not have access to a lot of jobs or at least the jobs you want.
They are not actively seeking major brands such as Monster or Miller Lite, they
are just building relationships with marketing agencies so when the agencies need
girls for certain events, they will call on the staffing company to supply them with
talent.
The event industry is constantly looking for new talent because not every girl
currently in the industry is reliable, attractive, trustworthy or effective at
delivering a message. Plus a lot of girls do not know anything about this industry
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so it is not easy for companies to find girls that are qualified to promote a
beverage.
Agencies need to find the best girls so they can keep their clients happy. Agencies
will fight to have you on their team if you are good and other agencies will fight to
take you away.
The better you are, the more jobs you will get offered to work.
At the end of the day, Agencies need girls that are going to show up and execute
the marketing campaign effectively. I will have a list at the end of this training
guide of the top marketing agencies.
Why Beverage Clients Hire Multiple Marketing Agency:
Beverage companies like to hire multiple marketing agencies because each
agency brings them new and fresh ideas. Some agencies can become complacent
when working with a client for too long. Companies will hire marketing agencies
based on the models they have and how well they can execute the marketing
campaign and ultimately boost their sales.
They like for agencies to compete because competition drives down the price and
it motivates the agencies to come up with the best campaigns and execution.
Some agencies get tested and some plain out fail. They come out with stupid
campaigns that actually ruin the brand. Just because you hire an agency, does not
mean they are going to be great and actually boost your sales.
There are thousands of agencies and only a few are really good. Even some of the
largest agencies have lost contracts for various reasons. The number one cause is
they did not develop or execute a campaign to boost sales. When a company
spends millions of dollars on a marketing campaign they expect to see a return on
Investment.
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Why Agencies and Clients Hire Promotional Models:
You are being hired to build brand awareness and deliver the clients marketing
message so consumers will like and purchase their brand. The only way you can
build a brands awareness is by grabbing the attention of their targeted
consumers.
Marketing Managers need you to deliver a message so deep in their consumers
mind that they will never forget the brand. When consumers go to the store or
stroll up to the bar, the client wants that person to remember to order their
brand of beverage.
You are basically being hired to entertain young guys and make them like the
brand you are promoting. If they like you, then they are more than likely going to
like the brand because you are an extension of the brand.
There are thousands of marketing messages being delivered to young men all day
and beverage companies need a creative way to break through all the clutter.
You will break through all that clutter with an entertaining message that will make
any young man become a loyal brand consumer.
Beverage companies understand that personal selling is the best way to get their
brand in front of their consumers. Promotional models can deliver the results
that beverage manufacturers are looking for.
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How to Impress the Agencies Clients:
The Brand is the Client. When you are hired by a marketing agency, you are
representing their brand. You have to impress the brand manager and all the
employees that are associated with the brand. You have to impress the suppliers,
distributors, retailers and their consumers. If you do a horrible job promoting the
brand, you are going to make the agency look bad because they are responsible
for hiring you to promote the brand.
Your chance of being booked with that agency again is zero. This is a very small
industry and word gets around when you are not good at promoting a product.
I was extremely selective about the girls I would hire. I wanted the best girls
working for me because I wanted to make sure the brand was being promoted
effectively. I wanted to look good and I wanted my girls to look good in front of
the Miller Lite brand managers, the distributor and the retail owners.
Everyone is judging you on your ability to entertain while getting more people to
drink the product you are promoting.
If you want to impress the agencies client, then remember to focus on delivering
their brand message in a way that boosts sales. Nobody will ever be mad at you
for selling a bunch of product because you are making them money. The better
you are at selling, the more job opportunities you will be offered.
Look for opportunities to exceed the clients' expectations. You ultimately want
clients telling the agency how great you represent their brand and they want to
use you for more events.
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Why Promotional Models Need Beverage Promotional Training:
Companies are spending a lot of money to develop marketing campaigns and they
need you to be able to execute their marketing campaign perfectly if they want to
see good results.
You are dealing with popular beverage brands and you are responsible for how
you promote these brands to consumers.
Not just anyone can effectively promote a product without understanding how to
deliver a marketing message. Just because you have a pretty face and hot body
does not mean consumers are going to listen to you or do what you ask them to
do. I have seen multiple pretty girls get shut down when they asked a few guys
who were watching a football game on TV to participate in their promotion.
Guys go out with their friends to socialize and to be entertained. If you want to
grab their attention and hold their interest, you better be more entertaining than
what they are currently doing.
The better you are at getting a person’s attention and making them want to
engage with you and the brand, the more you are going to be able to get them to
purchase the product.
Promotional Sales and Marketing Training:
Why is it important to have a sales process? You want to learn a proven way of
getting people to do what you want. Having a process will keep you on target and
allow you to achieve your end results.
My sales training will be great to use on your resume to get more jobs because it
shows that you are trained in promoting a beverage. At the end of the day, hiring
managers want to know that you know how to sell a product and are not like
everyone says “just another pretty face”.
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I can take a pretty face and train them how to promote a product. It is about
being attractive and knowing interesting facts about your beverage to grab your
targets attention and convert them to loyal consumers.
Clients want a promotional model to be able to persuade their targeted consumer
to try their beverage. You can accomplish that objective by delivering their
brands message in an entertaining way.
Promotional models need to be ready to sell and interact with customers when
they get in the account. When you see models standing around talking to each
other, you know that they have not been properly trained. Most of the time, they
do not know what to do or say to consumers.
When you have been properly trained, you will be excited to interact with people
because you want them to have an opportunity to taste the beverage you are
promoting. It is also rewarding to get people to do what you want and then to sit
back and see the enjoyment on their face because they listened to you.
Knowing what you are doing gives you confidence and when you are confident,
you are able to have a better time promoting because people will open up to you.
Confidence sells and that is exactly what all company wants. They want a
promotional model that is able to sell their brand and build awareness around the
brand.
Understand Event Marketing:
Event Marketing is basically marketing a product at live events such as concerts,
Auto Races, sporting events or any other type of event where you are interacting
with the consumer and educating them about your brand.
Marketers want to go where their targeted consumers are having a great time.
When consumers are at a live event and they are having the time of their life,
they are more relaxed and open to hearing about your product. You do not want
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to promote a product where people are upset or preoccupied with other things
on their mind.
If someone is in a bad mood, it does not matter how good you look, they are not
going to participate or listen to what you have to say. They are going to associate
you and the brand with the bad time they are having.
Understand Field Marketing:
Field marketing is when you are out in the public marketing a product to
consumers. You are not inside an office or any enclosed structure. You are out in
the open where consumers least expect you to be. This type of marketing is also
referred to guerilla marketing because you are promoting to people when they
did not expect you.
Red bull girls driving around handing people cans of red bull is known as field
marketing. If the Red bull girls see a bunch of guys playing basketball, they will
get out of their mini coopers and offer the guys some wings, these guys did not
expect to see the Red Bull girls but they sure are excited to get some wings.
You may be in front of an office building trying to reach business workers by
handing them a coupon or a sample of your product.
What is a Brand Ambassador?
A brand ambassador is the face and voice of the brand. They are dedicated
specifically to one brand and they are supposed to know just as much as the
marketing manager about the brand.
They understand more than just the benefits of the brand, they know the story
behind the brand. They know where the brand was made, when it was developed
and the ingredients that go inside the brand.
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After having all this knowledge about the brand, the brand ambassador is
responsible for communicating all this information to consumers, retailers and
employees in an entertaining way that seeps deeply into their minds. They have
to communicate it in a way that everyone understands and can relate to.
Understand what a Marketing Campaign is and How to Execute them:
Marketing campaigns are developed to connect with consumers in a meaningful
way. You want to create unique and memorable experiences that will make
consumers loyal to the brand you are promoting.
Marketing campaigns are ongoing promotions that are theme based and usually
tell a story. Brands will run summer campaigns were they are engaging with the
consumers over and over until the consumer builds an affinity with the brand.
It’s great for you to work with brands that run campaigns because you are
consistently working and telling the same story until they start a new marketing
campaign.
Most promotional marketing campaigns are extensions from their TV
commercials. What you see running on TV is usually converted to promotions.
You are like an actress bringing the commercial to life in a promotional setting.
Bud Light is currently running their “Here We Go” campaign.
Miller Lite had girls dressed up as referee’s playing off the commercial of “Good
Call” where they would go to bars and throw flags at guys that made a bad call
when they would order a bud light.
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Why promoting a beverage is different than promoting any other type of
consumer product:
Beverages are considered lifestyle products. You are portraying a certain lifestyle
that the consumers want to be associated with. Monster energy drinks has
created a lifestyle or culture around their brand that differentiates it from other
energy drinks on the market.
People have emotional attachments to certain beverage brands. You can ask a
young guy why he drinks monster and he may tell you that he drinks it because
monster is cool or that monster supports his favorite super cross rider.
Some girls will tell you they rely on Red Bull to get them through their day. They
will not drink any other energy drink than red bull. They have become attached
to Red Bull and nobody can make them switch.
It is also more fun to promote a beverage because you get to go to cool events.
Beverage companies like to promote where their consumers are and that just
happens to be at fun events.
Beverage companies also create fun events by sponsoring cool parties, sporting
events and popular athletes and celebrities.
Functional Beverages
Promoting a functional beverage is one of the toughest beverages to promote
because of the amount of information you have to provide to consumers.
Functional beverages claim to provide some type of functional benefit based on
the formulation of the beverage.
Manufacturers of functional beverages have made substantial claims touting the
benefits of their beverage that some consumers may find hard to believe or are
skeptical about.
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There are beverages that relax you, provide hangover relief, boost eye sight,
enhance sexual performance and the list goes on and on…
There have been beverages on the market that have made certain claims and did
not provide the benefits promised. There are also some functional beverages that
you will not immediately see results from so you have to inform the consumer so
they will not think the beverage has failed or mislead them.
Craft Beers
Promoting craft beers requires the same amount of details as a functional
beverage because craft beers are very unique because of their ingredients and
brewing process.
There are so many types of craft beers that the consumer needs to be educated
on what they are choosing.
There are thousands of craft beers hitting the market and they are going to
provide a lot of work for beer girls.
Craft beer companies are going to need attractive female models that are able to
communicate the attributes and story behind their craft beer. These special craft
beer girls need to be knowledgeable about the craft beer industry.
Understand various beer styles:
The best place to learn about various craft beers and their styles is on
Brewbound.com
There are so many various styles of beers and craft beers that you need to get a
firm understanding on the one you are promoting.
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Every craft beer has a unique story that it beer master wants you to tell. This is
the main reason craft beers are taking off because they are in fact unique and
resonates with the consumers.
Why Promotional Marketing Boost Sales:
Promotional marketing strategies are developed and executed with the objective
of boosting sales. Why sample an energy drink at a football game if you do not
expect people to go to the store and purchase it later?
Companies do not promote their product simply to entertain people or give away
free product without the intention of these same people going to the store to
purchase their product.
Brand managers enhance their brands image so consumers will become loyal to
their brand and not cheat on them when a competitor shows up with a cheaper
price or a better tasting beverage. It’s almost the same reason you dress up and
entertain your man because you want him to be loyal to you and not look at other
girls even when other girls will try to grab his attention with their short skirts and
cleavage showing.
Promotional marketing allows you to influence the purchasing behavior of
consumers by interacting with them. You are boosting the shoppers experience
during the point of purchase which is the most critical moment for a brand.
The whole idea of promotional marketing is to get consumers to taste the
beverage. If a company has a new beverage and it is a brand that consumers
have never heard of such as Whoop ass energy drink, what is going to make that
consumer pick up Whoop ass Energy drink over a Monster Energy drink at the
same cost.
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Beverage marketers understand that they have to sample their beverages and let
people taste it in order for them to decide if they are going to purchase it when
they visit their grocery or c-store.
Whenever you are promoting or sampling a product, you want to let consumers
know where they can purchase it especially if you are not promoting at the retail
location.
As you can see, promotional marketing does boost sales by making consumers
aware of your brand, allowing them to sample it and influencing them to make a
purchase on location.
How the Human Memory Works:
Once you have a firm grasp on how the human memory works, you will be able to
deliver your marketing message more effectively. You want the message you are
delivering to stick on the persons mind.
Memories make up the ongoing experience of your life -- they provide you with a
sense of self. Our collective memories make us who we are.
The process of memory begins with encoding and then proceeds to storage and
eventually, retrieval.
Why is it important that consumers remember the brand you are promoting?
When consumers make their purchasing decision, they will use their memory to
help with the process. If they want an energy drink and automatically their brain
brings up the memory they had with you during Super cross, they are more than
likely going to purchase your brand. This is the main reason Marketers want to
create moments consumers will never forget.
You want consumers to remember the mind blowing experience they had
interacting with you.
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It is also important to learn how the brain process information and then stores
that information into the memory. Then you have to understand how to get that
person to recall that memory or experience they had with you.
People have to pay attention to you in order for them to process and store what
you are saying or demonstrating.
As a promotional model, it’s your job to create powerful memories that the
consumer will want to store and consistently recall. The more they think about
you and their experience with the brand, the stronger the memory becomes. You
want to become UNFORGETTABLE.
Here is an important question to ask yourself, Are you worth remembering?
Brands want to stay on a person’s mind, so they have to consistently sample their
product, throw events and advertise more than their competition.
When you are studying a subject in school, in order for you to learn the material
effectively, you have to constantly repeat the material to yourself. If you do not
expose yourself to the material meaning opening and reading the book, you will
not learn anything.
Consumers can not pay attention to everything that is going on so they have to
pick and choose what they are going to pay attention to. How consumers pay
attention to information may be the most important factor in how much of it they
actually remember. It is your responsibility to make sure they pay attention to
you and your message.
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Branding – How to Build a Brand:
When you are promoting a product, it is so important to understand why
companies want to build a brand and not just focus on making an immediate sell.
Beverage companies do not want to have a hot product one day and not so hot
the next. They create a culture around their brand so consumers will become
loyal to the brand. Building a brand helps a company fight off their competitors.
Brands give a beverage an identity; it’s what makes it different from the other
beverages in the same category. Every brand should have a personality just like
you have a unique personality.
Experiential marketing is putting the client’s beverage into the everyday lives of
targeted consumers which helps build brand connections.
Every brand should have some type of entertaining story associated with it. Learn
how to tell the brands story so that it resonates with consumers and creates an
affinity.
Experiential branding allows you to bring products to life where consumers live,
work and play.
When you are allowing a consumer to interact with your brand at a live event or
an exclusive party, they are bonding with the brand and creating a relationship
with the brand. This type of activity is also known as activating the brand.
A beer is just a beer to most young college students but you can bring that beer to
life when you flirt with the guy and tell him some interesting facts about the beer.
When Miller Lite hires a bunch of Miller Lite girls that are fun to hang out with
and make a party a real party, these guys will always remember the brand that
hooked them up. All guys want to be associated with a brand that has hot chicks.
When you think about a brand, you have to think about a friend. What qualities
do you like about your friends? Well those are the same qualities that brands
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want to have with their consumers. Just like the above scenario about guys
wanting to hang out with hot girls. Guys like to hang out with guys that have hot
chicks hanging around them.
Understand what a “Brand Experience” is:
Experiential marketing gives consumers an opportunity to engage and interact
with their brands in sensory ways that allow consumers to store the brand
experience in their long term memory.
Personal experiences help consumers connect to a brand and make intelligent
and informed purchasing decisions. So when it’s time to make a purchasing
decision, the consumer can quickly remember to purchase your brand.
The term "Experiential marketing" refers to actual customer experiences with the
brand that drive sales and increase brand image and awareness. It's the
difference between telling people about features of a product and letting them
experience the benefits for themselves. When done right, it's the most powerful
tool out there to win brand loyalty.
When consumers love your brand, they will tell others about it. Your brand has to
add value and excitement to their life.
Consumers need to taste your beverage in order to fully interact with your
product.
Energy drinks are clearly marketed to guys and you benefit because you get paid
to deliver the marketing message to these young guys where other marketing
methods have failed.
Experiential marketing is one of the most powerful strategies ever created to
reach the minds of young adult males.
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Show the consumer why the brand is important to their lives. It does not have to
be about the taste but the function and the fun opportunities the brand offers.
There are so many brand attributes that have nothing to do with the actual taste
or function of the brand.
Consumers make beliefs out of their experiences. This is why it is so important
that consumers have a positive experience with your brand. If they have a poor
experience with your brand, they may believe that your brand is inferior.
Beliefs are hard to change. Beliefs tell us how to feel and respond.
Understand Brand Positioning:
How is the beverage company positioning its brand to consumers? Is the brand
cool, sexy, fun? Monster energy drink positions itself as an extreme friend that
wants to party with you and keep you going all day and night.
Red bull gives you wings and provides fun things for you to do. You need to
position the brand to consumers the way the brand does. If the brand is fun and
exciting, then you need to be fun and exciting.
The story you tell consumers has to match the experience you give them. Don’t
tell them Red bull is fun and exciting and gives you wings when you are sitting
down looking board and tired.
You will bring a brand to life when you know how to position the benefits and
make consumers emotional over the brand.
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Understand the main Attributes and Benefits of a product:
You have to grab the consumer’s attention and keep them interested in what you
are saying in order for it to go to their long term memory. You do not want to
walk away and have the consumer forget what you were talking about.
Attributes are the features that lead to benefits achieved from consuming the
product.
Every product should have a competitive advantage or unique ingredient that
makes their beverage better than their competitors. You need to know what that
ingredient is or attribute and communicate that feature to consumers.
What is the Main Ingredient in the beverage? How does that ingredient make it
different than all the other beverages and what does that mean to the consumer?
What manufacturing process does the supplier use to make their beverages
different? Take for example Coors Light, their beer is cold filtered where other
light beers are heat pasteurized. This is the reason you see all the commercials
communicating how cold Coors Light is and even their packaging indicates how
cold their beer is. “Cold as the Colorado Rockies”. Consumers in the US love cold
beer.
What about the packaging? Ex. Size of package (8oz, 12oz, 16oz), innovation of
package
What about the availability? Where can they purchase the product and how
convenient is it to purchase the product? Such as, is it available in most stores or
can I only purchase it online?
What about the price of the product? How is it priced compared to its
competitors? People like to know this information when it is time for them to
make a purchasing decision.
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What about the brand culture? Ex. events sponsored, lifestyle portrayed
How many flavors? Are the flavors unique?
How to Tell a Brands Story®
What about the history of the beverage is interesting? In essence, you are the
brands story teller. You are delivering their unique story to your friends.
You are delivering the brands heritage… Every beverage manufacturer has a
unique story behind the creation of their beverage and this is the story that
attracts and bonds consumers to the brand.
You are not just delivering a marketing message; you are delivering the “Brand
Story®”. There is story behind every brand and brand managers need effective
spokesmodels that can deliver their story. It takes practice and training to deliver
a compelling Brandstory® that people will remember.
Become a Great Brand Story Teller – People will not pay attention to you if you
are not an entertaining Brand Story Teller.
When you communicate the Brandstory®, you need to do it in a way that
motivates consumers to buy.
You have to know what the consumer values about the brand you are promoting
and if they are not familiar with your brand, you need to know what they value
about the category such as energy drinks.
Brandstory® telling grabs and holds attention. Everyone loves to listen to a good
story. Consumers have to have a clear understanding of what makes your brand
unique and why they should purchase it.
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How to turn product features into benefits:
Understand the difference between a product feature such as the ingredients and
product benefits such as what the ingredients will do for you. Knowing the
difference will allow you to communicate more effectively to consumers.
Consumers buy and get excited about product benefits because the product
benefit is what the product is going to do for them. When you are promoting an
energy drink and it has 345 mg of caffeine, that is a feature and you turn it into a
benefit by saying the amount of caffeine will keep them awake all throughout the
day so they can complete their day without getting tired. You can also compare
the amount of caffeine to the other energy drinks in the category to show that
yours is far superior at delivering energy.
Once you sell to the imagination, those people are experiencing your words and
placing what you say in their long term memories.
You have to communicate the product benefits clearly so the consumer
understands how the product is going to benefit them.
Why do people drink the product you are promoting?
It is important to know why the segment of consumers you are targeting or
speaking to drinks your client’s product.
You can learn some valuable information when you ask people you see drinking
the brand you are promoting. If you are promoting Miller Lite in a bar, you should
ask a Miller Lite drinker why he chooses to drink Miller Lite. He may tell you
because of the taste, because it’s less filling or he likes Miller Lite because it
sponsors his favorite race car driver.
You can use that information when you are trying to get other guys to switch over
to Miller Lite.
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If you find out that a lot of guys drink Miller Lite because it taste better than all
the other light beers then you can feel confident telling other people that most
guys choose the taste of Miller Lite over the light beer he is drinking.
Why is it tough getting a person to do what you want during a promotion?
People are being asked to participate in promotions all the time and they get tired
of the same old lame promotions. Even when you are offering the product for
free, you may get turned down.
Sometimes people turn down free offers out of habit because they are just so use
to saying “No Thank You”.
You have to sell people on why they should spend a little time with you.
You have to persuade a guy just to spend a few minutes listening to what you
have to say. You have to really work hard to get a guy to stop drinking their Bud
Light and try your Coors Light.
There are some very loyal beer drinkers out there that will not want to try
another drink especially if they have to pay for it. Not all promotions are giving
out free samples because some states do not allow it.
You also have to take into account “who” you are targeting. If you are promoting
a beer, and you see a young guy drinking a crown and coke, he may not like beer.
There is nothing you can say or do to make this guy drink your beer. Sometimes
you just have to move on with a smile because one day he just might want to
drink a beer and think of you.
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How to deliver a brands message and make it stick:
This is the most important part of being a beverage promotional model or brand
ambassador. You have to be able to deliver the message of the brand in the most
effective way that resonates with the person you are speaking to.
You have to do more than get someone to hear you, you have to get them to
listen to you and do what you are asking them to do.
You can talk to someone all day long, have them nodding their head in agreement
and they still will not remember a damn word of what you said because they were
not paying attention to you.
So as you can see, it is more than just delivering a message. You have to deliver a
message and make it stick on the mind of the person you are speaking with. Your
brain will remember the things that it experiences. When you personally
experience something, you have a better chance of remembering it.
You have to maintain constant contact in order to make sure your message sticks.
Constantly repeat the benefits of the product so that it sinks deeply into the mind
of the consumer. Remember the saying, “out of sight, out of mind”. This is how
the memory works, the more it is exposed to something; the more it will
remember it.
Understand what the targeted consumer wants to hear:
If you were promoting Miller Lite to a group of guys, you can tell the guys some
interesting facts about Miller Lite that they may not know.
There are a lot of guys that are not aware of how a beer is made or how much
alcohol is in their beer or how many calories their beer contains. It might not
even matter to some guys as long as you are attractive and entertaining them.
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If you are promoting an energy drink to consumers, they may be interested in
knowing how much caffeine is the energy drink. Girls may care more about how
many calories are in the drink. Some people may be more interested in knowing
what parties or special events the brand is going to sponsor or has sponsored.
Why do you drink the brand you drink? Obviously you are a girl because this
training guide was not meant for a guy, but you should know what matters to you
when you are choosing a certain beverage over another. Other girls may feel the
same way as you when they make their beverage decisions.
Who are the beverage manufacturers targeted consumers?
Beer companies target male consumers between the ages of 21-25 for their Light
beers.
Promoting a beer or energy drink is all about promoting an experience; they want
the consumer to have a great time while drinking their product.
Energy Drink manufacturers target younger consumers that want to stay alert.
They will typically go after consumers between the ages of 18-25. Some energy
drink companies are now targeting high school and college students.
76% of all beer is purchased by male consumers. 46% between the ages of 21-34
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Understand a male consumer’s mindset:
If you understand how a guy thinks, then you will know how to get him to listen to
your brand message and ultimately get him to do what you want.
Guys are very competitive by nature and they love to be mentally stimulated, you
have to stimulate them mentally like an energy drink if you want to get them
interested in your offerings.
They are naturally more visual creatures than girls.
Guys love extreme sports, socializing with the boys and hooking up with hot girls.
Guys love talking about sports because it fulfills a need for competition,
adrenaline, power and domination. It allows them to bond and connect with
other guys. Sports are always a topic of interest.
These are the same qualities that brands try to imitate when they are targeting
young guys. Did I forget to mention that guys like hanging out with hot chicks
that are entertaining? So if you want to get a guy to listen to you, you need to
entertain him.
Understand why it’s important to learn topics that interest guys:
You are mainly marketing and targeting guys, so if you want to keep their interest,
it’s important that you learn topics that they are interested in. If you are going to
a sports bar to promote Miller Lite, it’s critical that you are aware of some of the
games that are going on.
If its football season, guys like talking to girls that understand football and if you
don’t it’s ok just show the guy that you are interested in learning and he will be
more than happy to show off.
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If you are promoting at a sporting event, you should know enough about the
sport so you can build rapport with the consumers. If you do not understand
sports, then you can ask the guys to explain it to you. That will give them a feeling
of importance and it will boost their ego.
Understand how to get consumers to sample your beverage:
One of the toughest challenges a new brand will face is getting consumers to stop
and sample their product. It’s seems everyone is in a hurry these days that it’s
easier just to say no and stick to the brand you are currently drinking.
It’s not that simple because how many offers do you turn down that seem like a
no brainer as far as saving money? You just don’t want to be bothered because
we were taught that nothing is really free. Just someone asking you for a few
seconds of your time will cost you and in return they will give you something for
free. Even when you are giving away free product, you are still asking that person
to purchase your product later. Well that’s what you hope they will do.
When you are sampling a new product, you cannot be shy when asking another
person to sample the product you are promoting. You have to grab their
attention and persuade them why they need to sample your beverage.
Get creative; tell them that they will regret not treating their taste buds to such a
great product.
You can also challenge them to sample your beverage. Hopefully you will have
some type of premiums or giveaways to motivate them to try your product.
Once they have sampled your product, you can reward them with a coupon or
premiums so they will remember to purchase your product.
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How to answer questions when sampling a new beverage:
When you are sampling a new beverage, it is important that you are able to
answer any and all questions related to the new beverage.
People that are interested in their health will ask you all types of questions in
regards to the ingredients contained in the beverage and they are going to expect
quick confident answers.
You will also get questions related to the history of the beverage such as, when
was the beverage made, where was it made and why?
You will also get people asking you where they can purchase the beverage and if
the brand has a website.
You will also get consumers that just want to give you are hard time and see if you
can persuade them to try your beverage.
It is important that you are able to answer all their questions effectively if you
want to boost the image of the brand and enhance their sampling experience.
People will buy from you just because of your confident answers to their
questions. It’s funny how confidence can sell.
How to get consumers to purchase a beverage after sampling it:
If you are sampling a new beverage at a liquor store or c-store, you have to stay
focused on getting the consumer to purchase the beverage after they have
sampled it. If they tell you that they like the taste of the beverage, that’s when
you should mention the price and get them to make a purchase.
Hopefully you are not doing a sampling without some type of incentive to reward
the consumer for purchasing your beverage. You want the consumer to purchase
your product so they can make a habit out of it.
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Even if you do not have any premiums or free gifts to encourage the consumer to
purchase the product, just getting them to sample the product may make them
tell others about it. You can also ask them to tell others about the product so their
friends can enjoy the great taste of your beverage.
People like to tell other people about what they have discovered... so use it to your
advantage.
Where does their targeted consumer purchase their product?
•
•
•
•
•
•
C stores (the highest purchasing channel)
Bodegas
Grocery stores
Mass Retailers
Club Stores
Liquor stores
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Understand the Off-Premise business:
Promoting at off-premise accounts requires you to directly influence the
consumer’s decision on the spot. When consumers shop at a c-store, they spend
less than 3 minutes on average shopping. You have to quickly grab their attention
to what you are promoting and offer them an incentive to purchase your product.
You need to learn how to boost sales while sampling in a liquor store, grocery
store and c-store.
Engage the consumer at the point of purchase which is the most critical moment
in the buying decision process.
Get consumers to come back and visit the retailer’s location that you are
promoting at. You are not just promoting the product, you want to tell the
consumer to come back.
You are increasing the traffic at the retailer’s location which will make the retailer
a very happy person and the client is going to love you.
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Understand Shopper Behavior:
Shoppers are looking for deals when they go shopping. Enticing Deals can
motivate consumers to choose your brand over the competition. Deal hunting
has become a popular game among shoppers. Shoppers are looking for value
even more now, since their purchasing power has been decreased due to the
economy.
Deals grab our attention and create interest in a product more than if that same
product was not on deal.
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It is important to let consumers know about your deal when you are promoting a
new beverage that is on special for the exact reasons of getting consumers
motivated to purchase your brand.
You should not be promoting a product if you do not have some type of incentive
to reward consumers to try or purchase your product.
In-Store Decision Making
Consumers who are deal seekers will bring along coupons when they go shopping.
They do not care about purchasing brands as much as they care about saving a
few dollars. After a while, consumers will form a habit of purchasing a certain
product on deal.
Some will make unplanned purchases/impulse buys because the product was on
deal. The deal was so good that they did not want to miss out.
You can also influence a shoppers buying behavior by educating them about your
product while they are shopping. You can inform them that your product is on
sale and you can also let them sample it.
Why do deals motivate consumers to take action?
It has to do with making a great decision and saving money. There is pride
associated with saving money when purchasing a product. It is personally
gratifying to save money by finding a great deal on a product. The great feeling
they get when purchasing an item on deal has been stored in their long term
memory. When they see a product on deal, it automatically connects with the old
memory of when they purchased a product on deal and the great feeling they got.
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When a new product is launched, consumers prefer to purchase that new product
on discount because they are taking a risk of the purchasing an unknown product.
They want to be rewarded for trying a new product.
51% of shoppers will seek out store brands to save money.
Beverage sales are driven by brands because consumers identify themselves with
brands and the cost to purchase a beverage is not a high purchase item such as a
car.
Beverage brands align themselves with the memories stored in their target
consumers mind. The lifestyle of consumers is stored in their memory and smart
beverage marketers know how to associate their product with the memories of
their consumers.
Influence consumers shopping behavior and get them to purchase your
product:
You have to know how consumers make their purchasing decision. You need to
make your product so enticing that they imagine over and over using or
consuming your product. They can only do that with the collective bits of
information in their memory about your product.
As a marketer, you want to connect, link and associate your brand with other
popular brands that your consumer has stored in their long term memory.
When you provide shoppers with new information about your brand, you are
influencing them to purchase your brand over the competitors.
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In-Store Marketing – Add Value to the Retailer
In-store promotions are like a treasure hunt for consumers that need to make
quick and easy decisions that will add value to their shopping experience.
57% of shoppers rely on in-store promotions to guide their shopping decisions.
Retailers are trying to get shoppers to spend more time in their stores. The
longer they spend in the store, the more products they are going to purchase.
Making their shopping experience easier will get consumers to stay in their
establishment longer and return in the future.
Retailers will love you if you are able to entertain their shoppers and enhance
their shopping experience. You are making the shoppers experience unique and
they will return because of you.
How to Entertain consumers in the store:
• Put up POS material to draw attention and stop the shopper
• Position yourself where there is the most consumer traffic
• Get the store employees to send customers to you so you can entertain
them
• Interact with the shopper by sampling your beverage
There is so much going on around us that it is hard to keep a person’s attention.
Noise can detract a person’s attention from you just like the sound of a gunshot.
You can grab a person’s attention, but if they are not interested in you or what
you are doing, they will turn their attention to something else.
Companies hire you to grab their consumer’s attention and stop the shopper.
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So the focus is not just on getting a person’s attention, you have to make them
interested enough in what you are doing and saying so they attend to your
product promotion or sampling.
Understand the On-Premise Business:
Why is it important to understand the on-premise business if you are promoting
alcohol beverages? Most of your promotions are going to be in on-premise
accounts when you are promoting beer or alcohol brands.
Consumers go to on-premise accounts to consume their beverages while
socializing with their friends. People spend more time relaxing at on-premise
accounts compared to off premise accounts. Therefore, you have more time to
interact and entertain consumers in an on-premise account.
Alcohol promotions are typically conducted in On-premise accounts because
consumers are relaxed and consuming beverages on location. It is easier to get
consumers to try your beverage and persuade them to convert while you are
interacting with them.
Managers and owners of on-premise accounts expect you to entertain their
consumers. They want their guest to have a great time and you are there to
enhance their experience.
You have to be very careful when promoting in a bar or restaurant due to the fact
that people are not expecting you to interact with them while they are eating or
having a conversation with their friends. You do not want to become a
distraction.
Your main objective in an on-premise account is to build brand awareness and get
consumers to interact with your promotion. Get them to try your beverage with
the intention of them purchasing it.
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You want to quickly develop a relationship when interacting with consumers,
wait-staff and on-premise managers/owners.
Optimize your On-Premise Promotions
You cannot just hand out beads and speak to everyone and then have free time to
do nothing. You have to learn how to optimize your time while you are in an
account.
Survey the account, determine how long you can spend with each person so that
you are able to meet with everyone that has been targeted.
Flirt your way to relaxation: If you want to get a guy to relax, you have to be
friendly and flirtatious. If a person is tensed around you, then you are going to
have a difficult time getting them to listen to your brands message. You have to
be able to flirt with confidence.
Get consumers excited about the brand you are promoting. You are not just
focusing on getting consumers excited, you need to get bartenders and the waitstaff excited so they can help you sell more of your beverage.
When you are able to get everyone excited about the brand, you can gain
additional placements for the beverage or get to do more promotions in that
specific account. The more promotions, the more opportunities you get to work
and build a meaningful relationship with everyone you interact with.
If you have any table tents or other merchandise, make sure you put them up in
the accounts so consumers understand that a promotion is going on. You want
them to know you are in the account promoting even if they do not happen to see
you immediately.
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Make sure you know what the selling price of the product is during the promotion
and also make sure that the bar staff and wait staff are also aware of the selling
price.
To get the most out of the promotions, make sure you know who you are
targeting... you will learn more about targeting competitive consumers.
How to effectively work with on-premise staff and get them to help you
promote:
When you are promoting your product in a bar atmosphere, it’s important that
you get the bartenders, DJ’s and wait staff to help you promote your beverage.
You first need to make a great impression on the on-premise staff.
Be friendly and let them know that you are trying to increase their sales.
You also want to give the wait staff and bartenders any premiums that you have.
When you enter the account and you have hats or t-shirts, make sure that you
give them to the staff before you give any to the consumers. Most of the staff will
wear the premiums while the promotion is going on and that will only help build
the excitement of the promotion. Giving the staff premiums is a great way to
build a relationship with them.
One thing I personally love doing is giving the bartenders cool bottle openers... I
am not talking about cheesy ones, I’m talking about ones they have never seen
before because every beer company usually gives the bartender bottle openers.
Bartenders make tips and if you are helping the bartender entertain their guest,
then they will get a better tip. You have to let them know that you are not there
to make them look bad or steal their clients from them.
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I had issues with my girls when they first started promoting at Hooters. The
hooter girls felt that my Miller Lite girls were taking the customers and making
them look bad. The Miller Lite Girls felt they were better than the hooter girls
and some of the customers liked interacting with the Miller Lite Girls because
they were able to give the guys more attention because they had the time and
they did not have to run and get orders and all that other time consuming mess.
I made it a point that my girls were going to be friends with the Hooter Girls and
help them increase their tips. I also made sure that they did not stay at any one
table to long or say anything negative about the hooter girls. You know girls can
get catty and talk shit about how another girl looks.
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Why traditional on-premise promotions do not work?
Consumers and other people are tired of seeing the same type of promotions
over and over. Typical beverage promotions involve a couple of girls handing out
free key chains, getting in the consumers way and prohibiting them from having a
good time.
This is not the kind of promotion that grabs a consumer’s attention in a positive
way. Beverage manufactures want promotions that build their brands image and
boost sales by interacting with their targeted consumer.
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Just handing out promotional items is a thing of the past. That type of promotion
does not equate to sells but adds to cost. It’s ok to give away nice promotional
items but do not let that be the only thing you do.
Adaptation Level theory says we adjust to the level and type of stimuli to which
we are accustomed. This means consumers are not influenced by traditional
promotions any more. They are tired of receiving promotional beads, a smile and
have a nice day.
Companies are now starting to engage consumers with experiential promotions.
These promotions involve the consumer interacting with the brand through
various games, samplings and sporting events. If the promotions are not fun,
then consumers are not going to participate. You have to give them a compelling
reason to spend time learning about your brand.
Promotions just like products must offer something new to consumers. They need
to allow consumers to interact with the brand in an entertaining way.
Attractive promotional models can grab and hold a consumer’s attention while
entertainingly delivering the brands message.
All promotions should lead to sales because they are meant to motivate a
consumer to act on your request.
Beverage Manufacturers must get a positive return on their investment or they
are going to stop using promotional models.
Effectively trained Promotional Models are a great way to influence a consumers
purchasing decision.
Understand why you are required to have strong communication skills:
You cannot deliver a brands message effectively if you do not have strong
communication skills. When you are a great communicator, people will feel good
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around you. Confidence is transferred when you are a good communicator. You
are delivering a message with confidence and conviction.
How to be a People Magnet – Draw Consumers To You:
You must deliver your message with passion if you want to get people’s attention
and hold it. You not only want to approach consumers during a promotion, you
want them to gravitate towards you. It’s great when people come up to you and
want to find more about your promotion.
Curiosity makes people more open to hearing what you have to say and they
leave themselves open to being persuaded.
It is easier to talk to someone that has approached you for information. They are
telling you that they want to be entertained. The more people that form around
you, the more others will begin to follow out of curiosity. You have just created
an event in a bar where everyone wants to be entertained.
The way you move and gesture when you are promoting can draw attention to
you. Shake it a little as you walk and you will have a few followers going
everywhere you go. Don’t think companies put their logos on your back for
nothing.. We know guys are looking at you when you walk away.
How to get a consumer wanting to talk to you:
Just because you are attractive does not mean that everyone wants to talk to you.
Just think about how many guys may find you attractive but are nervous to speak
with you. They may find you unapproachable. You have to learn how to make
yourself approachable and inviting to everyone.
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Your promotion also has to be intriguing. It has to make people wonder what is
going on and why everyone is being entertained.
Don’t forget that you have giveaways. People love to receive cool free gifts.
Hopefully you are not doing a promotion where you do not have some type of
cool giveaways such as key chains, t-shirts, koozies and other trinkets that are
worth keeping. Beads are fun for the night but end up on the floor or trash after
the promotion. So it’s important to use all the tools in your tool box to persuade
people to talk to you. You are asking them for a little bit of their time, so you
have to reward them with a good experience.
How to Approach Consumers:
When promotional models first approach anyone, they have to approach with
excitement on their face. They have to show that they love their brand and that
the brand they work for is an exciting brand. They also have to seem like they are
excited to share the good news about their brand with you and they are excited
to see you.
Consumers will get excited and want to engage in the promotion. It is not all
about what you say, as much as how you say it.
You want to have a meaningful conversation with all the consumers you come in
contact with.
Stop worrying about what to say and look for things to comment on. There are
things all around us that we can comment on that can become an interesting
topic of conversation.
Promoting a product is all about effectively delivering the marketing message of
the brand so that it transfers to the long term memory of the listener.
In order to make your approach as smooth as possible, you should prepare
beforehand what you are going to say.
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When you enter an account you should start looking for a group or individual that
matches your targeted consumer. You should be looking for a group of guys that
are drinking the competitor’s beverage. When you approach them, you should
ask them how their day is and let them know what you are doing.
If the beverage company has prepared a message for you, then you should deliver
their message effectively. Most companies will give you an opener / introduction
because they want to keep their message consistent among all promotional
models.
Example of an Introduction for one of Miller Lite’s past summer
promotions:
Introduction
 “Are you getting the most out of your summer? Are you getting the most out
of your beer?”
 “Open up the possibilities and open up the potential of your summer with
Miller Lite.”
 “Whether it’s summertime concerts, sporting events, vacations, days at the
beach or barbecues with your friends, the great taste of Miller Lite lets you
enjoy summer fun on your terms.”
 “With more taste and half the carbs of Bud Light*, less filling Miller Lite is the
perfect beer for cool summer days and hot summer nights.”
*Miller Lite av. analysis (12 oz.): 96 cals., 3.2g carbs., <1g protein, 0.0g fat. Bud
Light contains 6.6g carbs. per 12 ounces.
 “Show you’re open for anything this summer – open up a Miller Lite.”
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They also do this so you will not be nervous to approach a consumer because you
do not know what to say. When you know how to open a conversation, you will
have more confidence going up to people. You will have practiced this opener so
many times that you will approach consumers with confidence.
If you do not know what to say, don’t worry because there are so many
consumers that will make your job easy by asking you all types of questions that
might not have anything to do with what you are promoting.
If this happens, you need to find a way to get back to your message. Do not just
sit there and talk about going to out with your girlfriends. The client did not hire
you to just have a random conversation that has nothing to do with the brand.
You want to weave the conversation around the brands message.
You also need to realize that there may be a lot of consumers in the account that
want to spend time with you. You need to be able to plan on how much time you
can spend with a group to insure that you are able to greet all of your targeted
consumers.
I would hate it when I would walk into an account and see my girls sitting at a
table talking to some guys for over 30 minutes and those guys never bought my
clients beverage.
It’s easy to get caught up in a conversation and it may seem difficult for you to
just walk away. You need to let that group know that you are there to promote
your clients beverage and it would not be right if you did not speak to the other
consumers.
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How to engage and have a conversation with your targeted consumer
Whenever you approach anyone you should have a smile on your face and seem
like you are happy to see that person. You want them to open up and welcome
you over into their conversation. You need to realize that when you are in a bar,
the people you are going up to are not expecting you to be there.
You want the targeted consumer to enjoy your presence and listen to what you
have to say. You want to be able to make them laugh and have a great time.
How to hold your listeners attention
You have to find ways to keep consumers focused on your message and not get
distracted by all the things that are going on around them. The only way to make
an impactful brand impression on your consumer starts with them paying
attention to you as you explain your product.
Your brands message has to stick on the consumers mind. You have to grab their
attention and hold it.
First, your body has to be appealing enough to grab their attention. After you
have grabbed their attention, you have to hold it. The only way you are going to
hold another person’s attention is by entertaining them. What you are talking
about has to get them excited and interested. If they are doing something that is
more entertaining than you, then they will not pay any attention to you. If you
are boring and the football game on TV is more entertaining, then you are going
to get the cold shoulder.
Companies spend a lot of money developing marketing campaigns that can grab
and hold the attention of their consumers. Just think about all the entertaining
commercials on TV. The funniest commercials are the ones that people like
watching and telling their friends about. Bud Light commercials rarely talk about
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the ingredients in their beer; they are all about making people laugh. Bud light is
the number one selling beer in the world.
You have to be able to get a consumer to pay attention to you. If you love being
the center of attention, then you should not have a problem trying to get people
to pay attention to you.
Companies need consumers to pay attention to their brands so they hire girls that
love attention and plaster them with their brands logo.
Men love talking about sports because it fulfills a need for competition,
adrenaline, power and domination. It allows them to bond and connect with
other guys. Sports are always a topic of interest.
You have to promote a product in a way that captures consumer’s imagination.
You have to allow consumers to fantasize about the enjoyment of drinking your
beverage.
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Melissa (Miller Lite Can), Liron and Nicole in Santa Monica, CA
They make you want to interact with them. Look how much fun they are having.
Those types of smiles are addictive and nobody can resist from joining in the fun.
How to get consumers to relax during the promotion:
You have to be able to clear their cluttered mind if you want your message to
stick to their brains.
If you approach a group or an individual and they have a bunch of other things on
their mind, they are not going to pay attention to the words coming out of your
mouth. They will be thinking about all type of things that has gone on or things
they have to do tomorrow.
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While you are spilling your guts trying to convince them why your product is
better than what they are currently drinking, they will be nodding their head
thinking about other shit.
You can use entertainment to get a person to relax. You can flirt with them to get
them to relax. The point is, once you get them to relax, they will open up their
mind and listen to what you have to say. Now you will be able to deliver your
message knowing that they are going to be receptive to it.
How to make a guy feel comfortable around you:
Most guys are not comfortable around extremely attractive girls and most girls do
not have much experience approaching a group of guys. Let’s face it, girls do not
approach guys all the time and especially guys they do not find to be attractive.
So if you happen to approach a guy and you can see that he is nervous around
you, you need to get him to relax. You can get him to relax by immediately talking
about the promotion. You might want to compliment him about something he is
wearing.
Why it’s important to make people laugh during your interaction:
Laughter makes a person relax and open up to your message.
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They will remember you and want to be around you. Remember the objective of
promoting is to get consumers to remember the brand.
Comedians for example are great at holding their audiences attention. You are
holding on to every word they say because you want to laugh. Laughing makes us
feel good.
Every word that comes out of your mouth has to be delivered with confidence.
Here is a photo of Melissa and Liron getting 2 guys to enjoy their presence. I
guarantee that these 2 guys will remember this night.
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Flirting 101- How to stay on the mind of a male consumer:
Flirting allows you to stay on the mind of a male consumer longer. The longer you
are able to stay on their mind, the more time they have to absorb the brand you
are promoting. “I just can’t get this Miller Lite Girl out of my head”
Flirting allows you to make a man feel more like a man.
Men love it when a woman cares enough to flirt with them. Flirting is pleasurable
and makes a man feel great. Flirting gives a man the type of fuel he needs to feel
better about himself.
You are being paid to communicate the brands message and you need to be the
best at getting a person’s attention and getting them interested in hearing what
you have to say.
Flirting will make any man interested in hearing what you have to say?
Melissa (one of my Miller Lite Girls) was the greatest flirt in the world. Even
though guys knew she was flirting with them, it made them feel good and people
will want to be around you if you can make them feel good.
I personally loved working with Melissa because she was so fun, her main mission
was making people feel good and she was hot. It made guys really like her
because she was hot and giving them attention…what an experience!
Flirting is fun and harmless.
All promotional models should be experts at flirting.
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Melissa and Tara Making this guy feel like a Man
Flirting makes you exciting and fun to be around. Flirting stimulates a person’s
imagination. Promoting a beverage is meant to be playful as you are trying to get
the consumer to relax and have a great moment with your brand.
Flirting enhances short term conversations. When you are promoting in a bar or
at a special event, you do not have the time to build a relationship and flirting
allows you to speed up that time.
Relationships are important when you are persuading a person to do what you
want. People first have to trust you and when they first meet you, they put up a
wall. Flirting allows you to break down that wall.
Flirting allows you to make the other person relax, and in order to deliver a
brands message effectively; you have to be able to get the other person to relax.
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The key to flirting is to keep it light, casual and playful.
You have to keep guys surprised and intrigued. Keep them entertained. Show
them something they are not familiar to seeing (A hot girl flirting with them).
Know when to flirt and when not to flirt:
If a guy is with his girlfriend, you have to show her as much attention as you do
the guy. You do not want to flirt with her boyfriend while she is sitting there
looking right at you. You do not want to bring a bad impression to the brand or
cause a scene in the bar.
Delivering a Message with Confidence
When you speak with confidence, you are able to get people to pay attention to
you. You have to be able to make speaking to other people effortlessly so you can
make them feel comfortable around you.
You do not want to be at a loss for words because the other person is going to
feel uncomfortable and not listen to your message.
You do not want to associate the brand you are promoting with a lack of
confidence. You can only get people to do what you are asking when you are
confident.
When you are passionate about the product you are promoting, then the people
you are speaking with will get excited about your brand.
Preparing a head of time what you are going to say will allow you to deliver your
message with confidence. You will be able to focus on the other person and how
they react to your message when you know everything about the brand.
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How to have the right Promotional Voice: Speak up and Be Heard
If you sound energetic and confident, you will very likely be viewed as energetic
and confident. If you sound weak and timid, you will probably be seen as weak
and timid. If you sound shrill and strident, people will probably treat you that
way. Your voice can reveal how relaxed or tense you are or how tired you are; it
can even indicate your emotional state.
When you are at a promotion, you have to speak loud enough to overcome
nearby distractions. You also want to speak loud enough so that others can hear
what you are saying. The louder you speak the more confident you will appear.
If you are not comfortable with the promotion, then you are more likely going to
be timid and speak in a soft voice so others cannot hear what you are saying.
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5 Tips to Project a Confident and Commanding Voice:
1- Vary Your Pace to Generate Interest
Smart persuaders vary their vocal tempo. Watch a persuasive speaker: He or she
can speak fast enough to excite and energize the audience and can slow his or her
pace down to create a mood of anticipation.
If you speak too slowly, you'll be seen as boring, tired, or incompetent. When you
are an expert at what you are talking about, you will speak in a confident and
exciting manner. This confidence and excitement will transfer to the listener.
They will be engaged and ready to hear more. You have to know what you are
speaking about or you will come of shy and timid. When you speak quickly, it
shows that you know what you are speaking about.
Studies show listeners prefer a faster-than-average speaking rate to a slowerthan-average rate. The right pace is slow enough to follow, but quick enough to
be interesting.
2- Use a Low Pitch to Project Authority
A lower pitch is interpreted as authoritative and influential. It is hard to think of
any successful professional persuaders with high-pitched "Minnie Mouse" voices.
You can seduce a guy with just your voice. You have to be able to speak in a soft
sexy seductive voice.
Inflection is when you raise or lower the pitch as you speak. A persuader's vocal
inflections influence our choice of whether to accept or reject what we hear.
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3- Control the Loudness
To have an impact, you first have to be heard easily and comfortably. A
"megaphone" voice, however, annoys, irritates, and offends. An overly soft voice
not only can't be heard, but also conveys meekness and timidity.
The key is to vary your volume by stressing the most important words and
phrases. If you want to dramatize a moment, first try lowering the volume. It
usually has much more impact than a raised voice. If you want to make certain
key benefits standout such as the aroma
4- Sharpen Your Articulation
Clearly articulate each sentence, phrase, and word; clear, crisp words convey
confidence and competence. Sloppy speech, on the other hand, is associated with
poor education, laziness, and nervousness. Clear, crisp language is, of course, easy
to follow and listen to.
Inarticulate speech, by contrast, generates misunderstanding and confusion.
5- Master Pauses for Impact
Persuasive speakers use pauses for emphasis, effect, and mood.
President Kennedy's famous line, "Ask not what your country can do for you . . .
ask what you can do for your country," is much more powerful when it is
delivered with a pause in the middle. Try reading it without the pause and see
how it loses its impact.
Pauses can alert your audience to pay attention to a special point, as if you had
said, ''Listen to this."
Much of the power of the pause comes from its subtlety. Here is a lawyer
delivering a simple statement to a jury: "The truck was traveling . . . 70 miles per
hour when it hit the girl."
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The longer pause focuses the attention on the car's speed, without the lawyer
having to be overly dramatic. If the lawyer wants to emphasize the girl, all he or
she has to do is shift the pause: "The truck was traveling 70 miles an hour
when it hit . . . the girl."
The key is to pause: in front of the point you want to emphasize. The greatest
mistake speakers make is not pausing long enough for maximum effect.
Count one - two - three - four when pausing, and be sure to maintain eye contact
during the pause.
How to gain confidence during a promotion:
The better the feedback and participation from consumers you get during the
promotion, the more confidence you are going to gain.
When you know how to deliver a great message and entertain people, you are
going to feel confident in the job you are doing.
The minute you start to see smiles on the people faces as you approach them,
then you will realize how happy and appreciative they are of you.
Try not to focus on you but focus on making consumers feel good. Get them to
engage with you and inform them about your brand. When you really understand
your brand and can explain it with vivid detail, you can’t help but feel confident in
your skills.
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How to change the moment for the person you are promoting to:
You will be able to influence a person to do what you want once you are able to
change their moment. What do I mean by changing their moment?
To change a person’s moment is to get them to think of something other than
what is currently on their mind. You can talk about a subject that they find
interesting that will take their minds off of work or any other drama in their life.
I can change your moment by telling you an entertaining story. Make the story
vivid enough so that it appears like a movie in their head. “Once upon a time…”
You get the idea. The point is to get their mind off of what they are doing and
think of what you are saying to them.
That’s also why it’s important to talk about the brands story in an entertaining
and vivid way. If I was going to tell the story about how Miller Brewing Company
started I would start with how Fred Miller came to America with this special yeast
in his pocket and fleeing for his life. You can always liven up a boring story by the
way you present it.
How to Stimulate the Person you are speaking with:
Communicating is not that same as communicating with feelings. Once you are
able to stimulate a person’s interest, they will be open to your suggestion.
The way you talk, the way you move, the way you gesture are all proven ways to
stimulate someone to listen to you.
As you already know and have learned that flirting and teasing a guy will stimulate
him mentally.
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Challenging a guy to play games during the promotion can also mentally stimulate
him.
You can stimulate someone’s interest with free product, coupons and special
deals.
Extreme sports and action can stimulate a guy so talking about his interest such as
sports will get him mentally stimulated.
Just remember that you will always be able to keep a person mentally stimulated
if you entertain them.
How to promote without being annoying:
Just because you are smoking hot does not mean you cannot be annoying to a
group of guys watching a football game with their friends. The last thing you
want to do when promoting a brand is to annoy the consumers you want to build
a relationship with your brand.
So how do you promote to them without them finding you annoying? You have
to entertain them. This might be the time for you to pull out all your flirting
techniques. No guy will ever get upset with you if you make him feel good by
flirting with him or making him laugh.
If a group of guys are watching a football game, wait till the game goes to
commercial before you approach them. You can quickly inform them what you
are doing and ask them if it’s ok for you speak with them during the game or
commercial break. Try to weave the game into the conversation with your
beverage. This is also a reason why you would want to know a little something
about the game that is on tv.
Guys love girls that know their sports or at least shows an interest in learning
more about the sport.
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Inform consumers in an experiential way:
Allow consumers to experience your information in an entertaining way. You
don’t just tell consumers, you show them. You want them to remember and
comprehend what you are saying. The best way to do that is by allowing them to
interact with you. Engage all their senses.
Most marketing agencies will put together a script that will allow you to deliver
their message in an entertaining way. They make sure that you are using words
that paint pictures and can make their mouths water up.
You want to communicate to all their senses. You want them to see, taste, hear,
smell and feel your beverage.
When you walk away from them and go home, you want them thinking about
your engagement with them. The whole objective is to build brand loyalty with
the consumers you are interacting with. You want them to fall in love with the
brand and purchase it. You also want them to tell all their friends about you and
the brand.
What are you going to do to get them to switch?
It’s all about having fun and not being confrontational. You never want to make a
person feel stupid or dumb about the beverage they are drinking. Miller Lite tells
men to “Man Up” but I am not sure that’s the best thing to do because you can
turn someone off or against you. It is human nature to mismatch. So telling a guy
that he is acting like a girl because he drinks bud light will really piss him off and
you have no chance in hell to get him to switch over. Reverse psychology may
work with babies, but it’s not going to work with men by telling them they are
acting like girls.
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Hell, tell the guy that he will get more girls like you hitting on him if he does what
you ask him to do. You can also pretend to give him your number if he switches.
The objective is to get him to switch so think outside the box until your mission is
accomplished.
Miller Lite would do a taste challenge between their beer and Bud Light or Coors
Light. They wanted to challenge the competitor’s beer and leave it up to the
consumer to see which beer they preferred.
MILLER LIGHT TASTE CHALLENGE SCRIPT – MILLER LITE VS. BUD LIGHT
 “There are three criteria to use when judging a great-tasting beer: aroma,
color and taste. The first thing to look at is aroma.”
 While the consumer smells each sample, say, “The aroma of a great beer
should add to the overall drinking experience, not hinder it.”
 “Smell affects the way things taste. A great beer should smell of hops and
barley. It should never be skunky or sulfitic.” (Note: Sulfitic describes a smell
like that of a burnt match.)
 Simulate the breathing of aroma, and ask the consumer, “Which of these two
beers has a better aroma?”
 “The next thing to look for in a great beer is color. The color of a good beer is
equally important. The way a beer looks can help determine how it will taste.”
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 While the consumer compares the color of each sample, say, “A beer with rich
golden color can indicate more taste. Which of these two beers has more
color?”
 “Of course the last, yet most important factor used to judge a great beer is
taste. No matter how a beer performed on aroma and color, if it doesn’t have
great taste the whole experience is ruined.”
 (TASTE MARKETS ONLY): “Now go ahead and try it.” While the consumer
tastes each sample, say, “A beer’s taste should complete the beer experience,
leaving pleasant flavors of hops and barley in your mouth. It should also finish
smoothly, leaving you ready for another taste.”
 (NON TASTE MARKETS): In markets where consumers are not allowed to
taste the product ask, “Based on what you now know about identifying a great
tasting beer on smell and color, which of these two beers do you think would
have more taste?”
 In markets where tasting is legal ask, “Ok, you’ve judged both beers head-tohead, which beer has more taste?”
 Keep their reaction in mind, and tailor your response appropriately.
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 If the consumer chooses Miller Lite after taking the Bud Light/Miller Lite
Challenge say, “Good Call! You chose Miller Lite, the four-time World Beer
Cup® Gold Award winner* that is brewed from the start to be both great
tasting and less filling. With more taste and half the carbs** of Bud Light,
Miller Lite is the perfect beer to enjoy while watching the games with your
friends.”
*Gold Award for Best American-Style Light Lager (2006, 2002, 1998,
1996)
**Miller Lite av. analysis (12 oz.): 96 cals., 3.2g carbs., <1g protein,
0.0g fat. Bud Light contains 6.6g carbs. per 12 ounces. Coors Light
contains 5.0g carbs. and 102 cals. per 12 ounces.
 If the consumer chooses Bud Light, say, “You chose Bud Light. But,
for a beer that is brewed from the start to be both great tasting and
less filling, switch to Miller Lite. Miller Lite is not only a four-time
World Beer Cup® Gold Award champion*, but in blind taste tests, a
majority of beer drinkers agreed that Miller Lite had more taste than
Bud Light**. Plus, Miller Lite only has half the carbs of Bud Light***
.
* Gold Award for Best American-Style Light Lager (2006, 2002, 1998,
1996)
**Testing conducted by the Institute for Perception, Richmond, VA.
Results reflect which beer has more taste, not preference.
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***Miller Lite av. analysis (12 oz.): 96 cals., 3.2g carbs., <1g protein,
0.0g fat. Bud Light contains 6.6g carbs. per 12 ounces.
Concluding the Miller Challenge:
 Mention to all participating consumers the current sale price
(particularly if on special) of Miller Lite at the bar to encourage
immediate purchase.
Bianca Conducting a Miller Lite Taste Challenge
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Other Ways to Convert Consumers to your Brand:
What can I say that is going to make this guy stop drinking what he is currently
drinking and try what I am promoting?
Maybe if I just walk up to him with a smile on my face, he might say ok.. Wrong.
This guy has been approached by promotional models before and hears the same
pitch all the time or just gets a smile and handed some beads. What is really
going to make him switch his beer to what you are promoting because everyone
so far has told him their beer is the best?
You are not the only cute girl that has approached him and he knows you are not
going to be the last, he also knows that you are working and not really hitting on
him, so what incentive does he have to listen to you when he could spend his
time looking for other girls that are available and not just trying to market to him?
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As you can see in this photo, the girls are trying to persuade these Coors Light
drinkers to try Miller Lite. They are even offering the guys a $1 off coupon. You
notice how they have their full and undivided attention. This was before Miller
and Coors Brewing Company merged. If you work for either for MillerCoors, you
will not be challenging either beer. They both go after Bud Light.
Mission Accomplished… They have now converted a targeted consumer to a
Miller Lite consumer. Great Job Nicole!!
After you have converted the consumer over to your beer, make sure you reward
them with some premium items, such as some beads or coupons.
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You always want to thank them for participating in your promotion and that you
hope they continue drinking your brand. Let them know that they made the Right
Call.
Executing On-Premise Beverage Promotions
Beverage promotions are developed to promote a company’s new product or
existing product and to stimulate the consumer to try the brand.
Promotions should be interactive and engaging. You want to create a lifestyle
that the target consumer wants and desires. You want them to say that your
brand is cool. They have to be able to relate to your brand.
You need to execute and deliver the clients promotional objectives. Most clients
should let you know what their objectives are and it should be more than stand
here and hand out beads.
When you understand how to execute an on-premise promotion, you will feel
confident during your promotional presentation. Remember that most of your
promotions will be conducted on-premise.
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What to do when you arrive at the promotion:
You need to go into the location where you are conducting the promotion and
meet with the bar manager, wait staff or owner and let them know you are there
to begin the promotion.
Then you should ask them where you should set up your stuff.
When you are doing a promotion make sure you are not taking valuable items
with you into the account. If you have a large purse make sure you leave it at
home or in the car.
If you take it with you, you may not have a secure place to store it and if it gets
stolen, the venue will not be responsible for your belongings.
Most marketing agencies will have a team leader or marketing manager
overseeing the promotion.
If you are the team leader, then make sure you meet with the manager or
whoever will be signing your time sheet if you are doing the promotion without a
marketing manager.
Make sure you read all the details of the promotion and what the client expects
from you.
If you are responsible for taking product inventory when you get to the account
you need to know that before the promotion has started.
If you did not calculate product inventory before the promotion has started and
then try to calculate how well the promotion went, you will have a hard time
knowing what you sold.
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The client may also want you to get a head count of the people you interacted
with during the promotion and also how many people were in the bar.
Do not make this up because they gave you a quota to meet. If there are only 10
people in the bar, it is not your fault. Speak to all 10 people and communicate
that information back to the marketing manager. They are paying you to be
accurate and not make up data. You can only help them by being honest and you
will only hurt your credibility if you are dishonest.
Impression vs. Participant vs. Intercept:
It’s important that you know the difference between Impression, Participant and
Intercept.
When you are conducting a promotion and you interact with a consumer, they
are known as a participant. You are speaking directly with them and they are
giving you information.
If you walk up to a group of consumers and one person wants to interact with you
but the group is listening to your promotion, the people that are listening are
known as impressions. They are not giving you any information but they are
exposed to what you are doing so you are in fact making an impression on them.
Another term you will hear is intercept. This is similar to a participant because
you are intercepting that individual by asking them to engage with your
promotion. Since you went up to them and asked them to participate but they
decided not to or they do not want to give you their contact information, they are
considered an intercept.
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How To Prepare before the Promotion Begins:
Take inventory when you arrive at the promotion and count what you have sold in
order to give you and the client an idea of how the promotion went.
When you enter the account and speak with the manager or staff, ask them
where the product you are promoting is located and how many they have in
stock.
You need to ask that question because they could have some product that is in
another location that you are unable to see.
If you happen to run out of the product you are promoting, you have done a great
job selling the product and the sales rep did a bad job of ordering.
If this happens, you might want to call the salesmen if he or she is not at the
account and let them know you ran out of product and ask what you should do.
You should also call your hiring manager and let them know about the situation.
The very last thing you should do is leave the promotion early because you ran
out of product and don’t know what to do.
When the promotion is over, make sure you Thank everyone in the account and
clean up after yourself. If you have set up table tents, then leave them there if it’s
ok with the manager. Double check and make sure you do not leave anything of
value in the account.
How you should act during the promotion
You need to be able to successfully interact and engage with the targeted
consumer during the promotion. Who is the client’s targeted consumer? The
client or agency will inform you who they are targeting before the promotion. If
they have not informed you, then it is wise that you ask or do your research on
the brand.
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Girls that complain during their time working will not be asked to work again. It is
a huge turn off to a hiring manager to hear a bunch of girls complaining when
they are being paid a lot of money to work a fun and easy job.
Do not make the other girls you are working with feel bad about their job. Don’t
talk about the other cool jobs you are being booked on to make the other girls on
the team feel jealous.
This job is about team work and getting along with the other members on your
team. Your focus should be on the targeted consumer and make sure they are
having a great time.
Who you need to speak to and interact with at a promotion:
It is very important to speak to the wait staff and bartender and let them know
what you will be doing during the promotion and inform them of any specials you
have during the promotion. It’s important they know this information so they can
help promote your product. For example, if you are promoting Coors light and
you have a $2 special on bottles during the promotion and bottles are normally
$4, the bartenders need to know this so they ring up the right price and not upset
the consumer. The special price is used to motivate more consumers to purchase
Coors Light and get them to participate in your promotion.
You should also meet with the DJ? The DJ will happen to be your number one
source of support during the promotion. The DJ will let everyone know you are
there and the specials you are running if any at all.
Obviously you should speak to all the targeted consumers and other guest in the
account after you have visited with the account staff.
If you are doing a beer or alcohol promotion, you should not be promoting to
little kids or anyone under the legal drinking age. You should be interacting with
the brands targeted consumer and loyal customers.
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Don’t give kids alcohol related key chains or any promotional products, you
should give it to their parents and if their parents give it to them than that’s fine.
Remember that the objective of the promotion is to get the targeted consumer to
try your client’s product. You want to sell and convert non-brand drinkers to the
brand you are promoting. This is how you boost brand awareness and overall
sales.
I would always tell my girls to go after the guy that is drinking our competitor’s
product. After you have gone after every person that you can convert, then you
can go to the person that is drinking your client’s product and thank them.
You never want to alienate a loyal consumer because you are focused on
converting people. You want them to feel proud that they are drinking your
brand.
How to have a better Promotional Experience
If you want to enjoy your time doing promotions then you need to learn how to
work with a large team of girls. There may be times when you find someone on
your team that might be jealous of you and treat you unfairly. I would find myself
speaking to my girls quite often about treating new girls better. I think my older
girls felt threatened when I would hire new girls.
You also need to learn how to work by yourself because there will be times when
you are the only person working. It may be uncomfortable to go up to a group of
strangers by yourself, but remember you are getting paid and you are there to get
the message out about your brand.
This was a pet peeve of mine when girls would group up during a promotion
because they were nervous to be alone. You need to be able to go up to a group
of people and effectively interact with them.
It is not the responsibility of the targeted consumer to go up to you and ask if you
can interact with them.
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The reason most girls are nervous during the promotion is because they have not
been properly trained or they do not know how to initiate a conversation. Some
agencies just tell you to go promote with no clear objective and then the client
shows up and you are standing around looking clueless. Make sure you have clear
objectives when you conduct a promotion.
It’s important that you know everything detail about how the campaign works
and all the talking points about the brand. The more you know about the brand,
the more confident you will feel talking to consumers about your brand.
If you need to learn a script, I would suggest that you learn it and deliver it in your
own way. You want to learn the theme or concept of the script and deliver it
using your own personality. The delivery must be entertaining and not boring;
you do not want to sound like a rehearsed robot.
I had some girls that would not say anything because they could not remember
the script. Some girls did not want to stick to the script and would end up
delivering the wrong message. It’s important to relax and just have a
conversation
Selling any product is all about having a conversation and delivering the right
message the way the client would have you deliver it.
If you are new to promotional modeling you might want to listen to some of the
other girls and learn from them.
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What should you do if an account is not busy?
If you happen to work an account that is not busy, you should speak to the
manager and ask them when would be a better time to promote at that account.
You should also call the hiring manager and ask them what you should do.
Do not just sit in the account and talk with the other promotional models and
wait for the promotion to end. The hiring manager may be able to call the client
and have you go to another account in the area.
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How can a promotional model gather consumer data?
You can gather a consumer’s data by being persuasive and convincing the
consumer of the value/reward they will receive if they give you their information.
There are going to be a lot of consumers that will not want to give their personal
information because they are worried about receiving spam mail or information
that does not interest them.
You need to offer them assurance that the company you are representing will not
send out spam mail and that they will receive some type of reward for giving you
their information. This is where your persuasive skills come into play.
Liron and Jolene getting contact information from these 2 ladies
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How to Handle Your Anxiety when promoting around large crowds:
It can be nerve racking when you enter a bar full of men drinking or a trade show
with thousands of people staring at you. You are not accustomed to going up to a
large group of men and starting a conversation.
You may also feel anxious working in a crowd full of girls because you know they
are analyzing every move you make. Some will be envious of your job and then
there are some that are just going to be the haters.
Remember your objective of why you are there. You are promoting to make
people have a great time, entertaining them with fun facts about your brand.
It is your job to make sure everyone feels relaxed around you.
You will forget your anxiety once you realize that people are happy you are there
and you can also rely on the other girls you are with to help you.
How to promote in a loud atmosphere:
When you are promoting in a club or outdoor event and consumers are having a
difficult time hearing you, you need to be visible and use your body to do the
selling. You may have to lean in a little more which some guys will like as they
think you are flirting with them..ha
If it’s too loud where people just cannot hear you, just walk around and make
sure everyone is able to know you are promoting. You are building brand
awareness by letting everyone see you and handing them some freebies.
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How to promote at a Special Event (sports, racing, concert…etc)
When you are promoting at a special event, you have to be aware that people are
at the event to be entertained. If consumers are at a football game, they are
there to watch the game and not to be distracted. If you plan to interrupt them,
you better be more entertaining than the game and have something valuable to
offer them. You have to become a Pleasurable Distraction.
Your hiring manager may want you to be a greeter or ring girl, you need to be
able to smile and allow everyone to have a great time and not feel nervous to
approach you.
You also do not want to get in the way of the consumer when they are trying to
watch a game or any other event on TV, wait for a commercial break.
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If you are conducting a promotion at a concert or a special event, your objectives
depends on the client. The marketing manager will usually want you to hand out
promotional items, take pictures, some may have you do a sampling and you also
might have to collect consumer data.
There is going to be a large amount of targeted consumers at a special event and
you need to be careful not to get in their way. They are at the event to have a
good time and you are there to enhance their overall experience.
If you have the responsibility of being a greeter in the client’s hospitality room or
at the entrance, your objective is to greet the client’s guest with a smile and
entertain them.
If you are working a convention or tradeshow, the same rules apply as if you are
working a concert. The client may want you to inform the targeted consumers
about their beverage and they may also want you to hand out pamphlets about
the beverage and collect personal information.
You may also be used as a crowd gatherer when working a convention or
tradeshow. The client may want you to direct people over to their booth.
There are times when the client may want you to sample their beverage at the
convention and you need to use your persuasion skills to convince the targeted
consumer to try the beverage.
It is often difficult to get someone to do something when an event is going on. If
a guy is watching a football game and you ask him to do a taste challenge, you
might want to prepare yourself for rejection.
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Tips to stay motivated during the promotion:
Promotions can be fun and some can also be long. When you are working at an
event for over 6 hours, you have to find ways to stay motivated. There may have
been a few people that really got under your skin and you need to get them out
of your mind so they will not affect the rest of your day.
The great thing about working large events is that you are usually working with a
large group of girls (which are your friends) that are fun to be around.
• Remember that you are being paid to be there
• Seek out some really fun people to talk to after you have interacted with all
consumers
• Participate in some of the activities at the event. I would allow my models
to ride the mechanical bull at Saddle Ranch because I knew how much fun
they would have and the guys loved seeing the Miller Lite Girls ride the bull.
• Make sure you have something to snack on because you will get hungry
and hunger will lead to moodiness.
• Have fun and laugh with your team members
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Becoming a Promotional Model
What it takes to be a promotional model
A promotional model is more that a pretty face. You must have an outgoing
personality and love to be around people. People must also love to be around
you. You must be able to sell and persuade a consumer to try the product you are
promoting. You basically have to be a cool ass chick...
It is your job to learn all you can about the clients brand and persuade your target
audience that they need to try the beverage you are promoting.
You must have a positive attitude and be able to interact with consumers in an
entertaining way.
A really good promotional model can make the people around her feel really
comfortable and allow them to have a great experience.
You must be able to stand for long periods of time without complaining.
You must be friendly and easy to get along with. Girls that are able to go up to
anyone and start a conversation, make great promotional models.
Companies do not like to hire girls that are shy or hate to be around people. It
may seem weird, but there are promotional models that actually hate to be
around people.
It’s understandable that we all hate to be around rude and obnoxious people but
that’s a small part of the business and you have to go on with a smile knowing
that you are being paid to entertain the other happy people.
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You must be confident in your abilities to socialize. I would not want a girl
working for me that has low social self-esteem because she would not be able to
interact effectively with consumers.
I have worked with a lot of pretty girls that have low self-esteem and it shows
when they are interacting with consumers. They are constantly worried about
how they look and running to the bathroom to fix their makeup or hair. They
would also be reluctant to go up to a group of people by themselves. They had to
always hang on the shoulders of other girls and I in particular like to spread girls
out so they can interact with more people. I personally cannot stand the cho-cho
train effect, where girls are attached to the hip. You can interact with more
people if you break apart.
The more people you engage with, the more brand building you get to do and the
more products you will be able to sell.
Promotional models need to like the brand they are representing or at least act
like it. It’s better that you work for a brand that you actually like because you will
enjoy talking about the beverage and it will come across to the consumer that you
really enjoy the product. People will be influenced by your conviction and passion
for the brand.
It’s easier to promote a product you enjoy drinking and sharing with others.
The Look of a Promotional Model
Promotional models must be appealing to the targeted consumer. Most beverage
companies target young male consumers and young guys love the sexy girl next
door that has a great attitude. Young guys are willing to be distracted by a girl
they find appealing and would not mind doing what the girl may ask him to do.
Take that same guy and have an unappealing lady trying to get him to switch
beers…he is not going to listen or pay much attention to her.
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Promotional models must be able to grab the attention of the person they are
targeting and then get them interested in the product they are promoting.
Now, it does not matter if you are able to get his attention and then lose his
interest because you are boring or rude. That’s why companies are always
looking to hire more than just a pretty face and sexy body. They are looking for a
girl that has a pretty face and an attitude to match it. An attitude that can make a
consumer want to do what they ask.
A promotional model is the face and voice of the brand. They have a long lasting
impact on the targeted consumer and can influence the consumers to purchase
the clients products.
The aim of most beverage manufacturers that hire a promotional model is to
promote a healthy, successful and friendly image from their promotional models
thus attracting the right kind of attention to their Brand.
You should be in great shape, because it shows that you care about your
appearance and that can go a long ways when someone is deciding between
hiring you and the other girls competing with you.
You need to have a healthy appearance especially if you are promoting a
beverage that is suppose to make you look great.
The healthier you are, the more confidence you will have in your appearance.
If a beverage manufacturer makes a weight loss drink, you must look like you are
in shape so the consumer will think the drink is the reason you are in great shape.
Your image is just as important as the message your brand is trying to get across.
If you are promoting an energy drink, you better look like you have energy.
Nobody is going to buy an energy drink from you if all you keep doing is yawning
and sitting on your butt during the entire promotion.
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There is always some type of modeling job for your body type and age. If you
have an athletic look, there are companies that are looking to hire athletic models
to promote their fitness beverages. Take muscle milk for example; they hire
models that have a sporty physique.
You must be able to relate to the clients targeted consumer. If the client is
marketing to young adult males, then they are not going to hire a 40 year old
woman to interact with their consumers. There are plenty of beverage
companies that target older men and they will hire women that are in the age
range of their targeted market. It really is hard for me to make that statement
just because I was speaking with a lady that was in her 60’s sampling Monster
Energy Drink at Costco’s, but I promise you will never see her in a monster outfit.
Understand what an independent contractor is:
When you are doing promotional modeling work, you are considered an
independent contractor. That means you are not an employee of the client or
agency that hired you. The agency is just contracting your modeling services for
their clients. That means you are responsible for your own taxes and most of
your expenses.
An agency does not have to terminate you since you are not an employee. They
just do not have to book you on any jobs. You can be on the books or database of
various agencies and not receive any work. Agencies and staffing companies are
not obligated to book you on any jobs.
As an independent contractor, you will not be entitled to any fringe benefits, such
as unemployment insurance, medical insurance, pension plans or other such
benefits that would be offered to regular employees.
Rates will vary from project to project. If you accept and confirm any assignment,
you AGREE to the rate offered not subject to negotiation thereafter. You are
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never to discuss your hourly rate with ANYONE other than your Agency Account
Manager. NO discussion of rate with clients, project managers, team leads,
customers, or other independent contractors working any events that you are
contracted for. This is a statement that most agencies will have in their contracts.
Various types of Sales Promotions:
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In-store sampling
Hand out flyers
Taste challenges
Bar Promotions
Giveaways
Poster Signings
Trivia contest
Whatever sales promotion you do, it must engage and entertain the targeted
consumer and convert him or her into a loyal consumer. These sales promotions
are designed to give consumers an experience with your brand that they will not
forget.
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Where can a Promotional Model build Brand Awareness and Boost Sales
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Clubs
Special Events
Golf Events
Car Shows
Sporting Events
Bars
On premise accounts (Restaurants, Bars and Taverns)
Off premise accounts (Grocery Stores, C-stores and Club stores)
Anywhere the consumer can purchase the beverage (Concerts, Special
Events and Sporting Events)
You can build a brands image anywhere the targeted consumer is being
entertained and having a great time. Brands want to be associated with good
times and memorable moments.
Events that engage and entertain consumers are places where the brands want to
be promoted. Brands are remembered more when they give their consumers a
moment they will never forget.
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Consumers that are having a good time, remember the brands that were present
during their time of entertainment.
This consumer should never forget this event because he will have a photo always
reminding him of the Miller Lite Girl he interacted with while he was at Cal
Speedway. This is how brands create memorable moments that consumers can
share and never forget.
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Types of Promotional Models
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Product Demonstrators
VIP Greeters
Samplers
Convention Models
Tradeshow Models
Guerilla Marketing Models
Liquor Models
Beer Models
Why would you want to become a promotional model?
• You are able to make extra cash while you are in school
• You are able to make money while you are building your modeling career
• You have the opportunity to work for the beverage company in a larger role
such as brand manager or event manager
• Great opportunity to build experience and gain exposure
• Working at a major beverage company event can be fun and exciting
• You have the opportunity to work events that celebrities and athletes attend
• You gain access to the hottest clubs and have all the Attention on YOU
• You have the opportunity to be get discovered by other product companies
and modeling agencies that attend the events
• You get to meet and interact with a variety of different people that can help
your modeling career
• Network with other models and industry professionals
• Promotional modeling can lead to larger modeling roles, such as print and
commercials
• Consistent work if you get with the right Agency or Marketing Firm
• Your work hours are flexible
• Promotional modeling helps build your social and communication skills
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Promotional Modeling Opportunities
The opportunities for promotional models are endless. You can do:
• Print work
• Trade shows
• Commercial work
• Music videos
• Special Events
• Photo shoots at fun locations – get to travel
• Modeling contracts with some of the largest modeling agencies
• Spokes model – Signing posters
• Ring Card Model
Promoting beverages are extremely fun because of the atmosphere and lifestyle
that most beverages want to portray and achieve.
The events that beverage brands sponsor are extremely fun to attend. Monster
energy drink sponsors a lot of extreme sporting events such as super cross and xgames. These energy drink companies basically sponsor any event they know
their targeted consumers are going to attend...that’s basically any event young
guys are into.
Monster, Red Bull, Rockstar and other energy drinks will sponsor concerts, car
shows, auto and dirt bike racing, MMA fights, tradeshows and boxing
matches…the list just goes on and on.
Tecate, Dos Equis and Corona sponsor a lot of boxing events and they will hire you
as a Ring Card Girl.
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A promotion could be for:
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Launching a new product
Building Brand Awareness
Instantly Boosting Beverage Sales
Corporate party or special event
Collecting consumer data
Whatever the promotion is for, that objective will be to boost sales and
distribution for their beverage.
Types of Promotions
Beverage companies should be promoting their product anywhere their targeted
consumer is having a great time. You can have a promotion at:
• Car shows
• Tradeshows
• Special events
• Product Demonstrations
• Sporting Events or Concerts
• Sampling Promotions
• Greeting Promotions
• Convention/Tradeshow Promotions
• Street Team Promotions
• Guerilla Marketing Promotions
• Nightclub Promotions
• Data Collection Promotions
• Survey Taking Promotions
• Experiential marketing promotions
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Different Types of Beverages you can Promote
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Beer
Craft Beers
Liquor
Wine
Water
Vitamin Enhanced water
Energy Drinks
Energy Shots
Functional Beverages
Juices
Any type of beverage that needs to build awareness and gain new
consumers
Requirements of a beverage promotional model
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18 years old for energy drinks
21 for alcoholic beverages
Must have a great and outgoing personality
You must be persuasive and know how to sell
Must have good conversational skills
Must be sociable and love making people feel good
Must be able to look for opportunities in the account that can sell more
beverages.
• Must be able to work alone when needed and you must also be able to
work in teams
Non-alcohol beverage companies will hire you at the age of 18 and up.
If you are doing an alcohol related promotion most companies will require you to
be 21 and some may want you to be older.
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The reason some companies such as Miller Lite prefer to hire girls that are older
than 21 is that if they are 23, they will definitely look like they are 21.
There are some 21 year old girls that look like they are 17 and that is not an image
a beer company wants to have on consumers. 21 is the beginning age limit for
alcohol promotions.
Agencies will typically hire girls based on the age range of the client’s targeted
consumer.
If I am promoting a light beer, and our targeted consumer’s average age is 24, I
will usually want to hire girls that are within the 24 year age range.
I actually had a lady on my Miller Lite team that was 39 years old. You could not
tell she was 39 because she had a lot of energy and her body looked better than
most of the girls that were 21.
The problem with hiring models that are much older than the targeted consumers
age range is that they will not have much in common. A 39 year old woman does
not have much in common with a 21 year old girl or boy.
Responsibilities and Rules of a Promotional Model
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Get to work on time and wear the proper outfit/uniform
Know everything about the product you are promoting
Understand the demographics you are targeting
Understand how to promote the brand effectively
Find the location before the event starts. You can use a navigational system
or MapQuest to find the location
• If you cancel make sure you find a replacement
• Do not leave your manager out to dry by canceling at the last minute
• Sell your clients product to the best of your ability
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The responsibilities of a promotional model depend on the particular marketing
campaign they are executing, and typically include but are not limited to the
following:
1. Increase the overall awareness of the Brand
2. Create a positive association in the targets mind between the brand and a
particular lifestyle
3. Educate the consumer on the Beverages Attributes and Benefits
4. Give the consumer a sample or discount on the beverage
5. Give the consumer a promotional branded item they can keep to remember
the brand
6. Enhance the lifestyle of the Brand..make the consumer want to be a part of
the brand
You are responsible for your Travel and Expenses
You are responsible for your own travel expenses to the location unless told
otherwise by the client or agency. Some jobs may be out of your way and if you
are really needed by the hiring manager, then the manager may pay you for an
extra hour.
You are responsible for cleaning and maintaining your outfit. Sometimes you may
be required to give the outfit back after the promotion and the manager will take
care of cleaning the outfits.
You are responsible for your Taxes
You are required to fill out a w-9 form as an independent subcontractor, which
means you are responsible to pay your own taxes. If you make more than $600
you will receive a statement showing how much you made and then you are
required to pay the taxes based on that amount.
The good thing about doing your own taxes is that there are a bunch of things you
can write off that are work related.
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Work related Items you can write off on your taxes
• Gas
• Hair, Makeup and Nails….anything else you needed to improve your
appearance
• Clothing that you had to purchase for the Job
• Food that you bought on the job
• Car maintenance
Items every Promotional Model should own
• Most jobs will require you to wear black pants or a skirt (get a skirt that is
white and also black).
• You will also need a comfortable pair of black shoes and a pair of knee high
black boots with a high heel. When you get knee high boots make sure
they do not look as if you are going to be working on the street corner.
One of my models wore these hooker boots that would embarrass the hell
out of me.
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• Most companies will provide you with a themed/branded outfit; you will
need to provide the shoes. Some outfits may only be a top and they may
want you to purchase a white or black skirt to go with the top. You should
also have a pair of black slacks.
• Ask some of the girls you work with what type of skirt they have so you all
can look the same. The outfits will be a certain theme such as a football
uniform or a bikini, it all depends on the marketing campaign.
When you are working the promotion, you want to make sure you match the
other girls. You should be wearing the same type of skirts, shirts, and most
importantly shoes. Nothing looks worst when you have a group of girls that all
have on the same outfit and are wearing different types of shoes. If 2 girls have
on black heels, then all of you need to have on black heels. I would hate to see 2
girls with black heels, 1 girl with white heels and the other girl wearing tennis
shoes. That is tacky and will make the brand look horrible. Yes, people do pay
attention to your shoes.
How long does a typical promotion last?
Most promotions will last anywhere from 2 hours all the way to 8 hours. There
are also some promotions that will require you to travel and work the entire
weekend.
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I had my girls do a promotion at Dinah Shores which is in Palms Springs, Ca. The
event lasted from Thursday all the way until Sunday evening. The work hours
were around 10 hours per day. The event was so much fun that it did not seem as
long as it sounds, but toward the end of the event, everyone was ready to go.
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If you are working at a boxing event you may work for a minimum of 4 hours or
until the event is over.
When you are working on a Holiday such as St.Patrick’s Day doing a bar crawl
your day can last up to a minimum of 6 hours and sometimes longer.
You should prepare correctly for the amount of hours you are scheduled to work.
Make sure you are wearing comfortable shoes if you are working long hours
because you will be on your feet walking around.
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If you are working over 6 hours you should be allowed to take a 30 minute break
to get something to eat. You can bring your food or purchase something outside
of the event.
I personally do not like my girls eating at the place we are promoting at because
some consumers will look at the girls as if they are lazy and some wait-staff may
get jealous. Not only do you look lazy, but if you eat like they are eating you will
be unmotivated to work. They know they are wrong for that… they suckered
me
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Make sure you have enough energy to get you through the promotion 
During the Promotion Responsibilities
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Be personable and energetic
Deliver the clients message in a persuasive manner
Merchandise the account with POS
Take inventory of product before the promotion
Convert targeted consumer over to your brand
Always show up early for your promotion and leave when it is over
Don’t be a complainer and have a great time
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How to make more money doing promotions
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Seek out higher paying jobs with a beverage manufacturer
Become a full time event marketer of beverage products
Secure more gigs that you apply for by being good at sales
Become a team leader – get paid more for managing the team of girls
Being persuasive can get you more jobs. If you are able to persuade an
individual to do what you want, you have the power to write your own
ticket. The objective of doing promotions is to be able to persuade a
consumer to try your product or at least listen to your message.
• You are not allowed to get tips during your promotions but if someone
happens to put money in your promotional bucket...well then keep it
How to get more modeling jobs by networking with other models:
When you join a promotional modeling team, you will be working with a lot of
girls that have the same passion as you. They will hear about promotional jobs
that you can help them with. My girls would always have other gigs they could
not work and let the other girls on the team know about these jobs.
How much does a promotional model make?
It all depends on the client, the agency, the product and the event you are
working.
Most beverage jobs will pay anywhere from $15 to $120 per hour. If you are
working an alcohol related event the minimum pay should be $25 per hour.
Most Energy Drink companies will start at $15 per hour and up depending on your
skills and where you are promoting.
It also depends on the atmosphere they have you working in and how well your
agency or you can negotiate. If you do not like the pay then do not work the
event and you might want to seek out a better agency that will pay you more.
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Body paint models can make a lot more money than just regular promotional
models. If you are promoting high-end liquor, the client may want you to
promote the product in a prominent account and you must look extremely good
and if that is the case, you can make a few hundred per hour.
You can also make a few hundred dollars per hour doing beverage tradeshows.
You have to be extremely articulate and really know the clients brand inside and
out. You can also travel with the brand during tradeshow season.
How long will it take to get paid?
This also depends on the agency and when they are able to collect from the client.
Team enterprises would always pay the girls one month after they worked. Some
agencies will not pay you up till 90 days after the event. You also have to be
careful because there are some unethical agencies that will not pay you at all.
That’s why it is always important to do your research. This should not happen if
you are doing a promotion for a reputable brand, but if you book a gig off of
craigslist, then take caution.
You should get paid a certain amount of days after the agency has collected
money from the client. Most agencies will try to pay you no later than a week
after they have received payment from the client.
Terms of Employment and Accountability:
Every promotional modeling agency that contracts you to work with them will and
should have terms of employment. These are just basic rules you must abide by if
you want to stay employed.
Most agencies that you work for do not want you contacting their clients at any
time. If you do, they say they will penalize you. They do not want you to get any
work with the client without them getting a piece of the pie.
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Time Sheets: You will be required to fill out time sheets when you complete an
event so the client can be billed and you can get paid.
Fitness and maintenance
Maintaining a healthy and presentable appearance is necessary for all models.
You do not need to be a fitness model in order to have a fit body but you do want
to make sure you body grabs attention in a good way.
When you are working a promotion for an alcoholic beverage, most of the outfits
are tight fitting and sometimes they may require you to wear a bikini.
If you are required to wear a bikini, make sure you shave your legs and anything
else that needs to look good.
This includes keeping your hair clean and styled, nails well manicured, and
makeup well applied.
Be sure to show up to the promotion well-rested, especially if the promotion is
going to be long and require you to be on your feet for an extended period of
time.
Pay attention to details
If a particular uniform or specific clothing is required, make sure that you have all
the accessories and the outfit fits correctly. These are details that should be
worked out well before the day of the promotion.
The more effort you put into preparing for a job, the more it will pay off in the
end. Models that show up for work fresh, looking their best, and excited to work,
receive positive referrals and will have more rewarding careers in the industry.
They will be recommended for other jobs and will ultimately make more money.
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Act Professional
Promotional Modeling is a fun and financially rewarding career, but it is also hard
work and should be taken seriously. Understand that you are the face of the
brand and companies are paying you really good money to make a great
impression on their targeted consumers.
Professionalism is imperative for success in this industry and it begins with
punctuality. If you want to earn a good reputation, you should always arrive on
time and be prepared to work hard and have fun.
It may seem simple, but it can make or break your promotional modeling career.
Promotional modeling involves a constant change of work environments so it’s
important to stay organized and keep a detailed schedule of times and locations
where you are required to be.
To avoid being late, make sure that you know the exact location of your
assignment, and keep in contact with the hiring manager or team lead.
If you are going to be late, let your manager know. If you are unable to make the
promotion, you are responsible to find a replacement at least 24 hours before the
event.
There is nothing that will keep you from doing another gig than flaking on the
hiring manager and client. Flaking means not showing up or telling the manager
you are not going to show up so they can find a replacement before the event.
Maintain your professionalism by continually having a positive attitude, look
presentable, and show a commitment to your job. Just as a good performance can
lead to more jobs, a poor showing can give you a bad reputation, and hurt your
chances of earning future work.
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How not to get Black Listed
To get black listed means that you are put on a company’s list as a person they
are required not to hire for any jobs.
The reasons you could be blacklisted could be that you did not show up for the
job or the client thought you did a bad job representing their brand or you just
have a bad attitude.
Agencies and clients do keep track and notice of all the girls that have been
blacklisted.
If you have canceled before an event or are known as flake you will not make it in
this industry.
Show up to any promotion you book on time and do a great job. If you do this,
you will not get black listed.
How to deal with unreliable promotional agencies:
While you are working in the industry, you will come across some agencies that
are not as efficient as others. You will work with some agencies that do not pay
you on time or pay you at all.
There are a lot of agencies that are unorganized and will not train you effectively.
This is also a reason I put this course together so you do not have to rely on an
agency not teaching you how to promote a product.
One thing to remember is that there are a lot of agencies representing various
brands and if you are not happy with the agency you are with, then leave them
and go to another agency.
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I do not recommend going to the client and bad mouthing the agency. That is a
fast way to disaster because the agency can tell other agencies that you may bad
mouth them.
Understand how agencies choose promotional models:
There is a process that most agencies will use when choosing the perfect
promotional model to represent their clients. I already explained to you what
qualities a good promotional model should have.
Agencies want to know that you are reliable and have reliable transportation.
They want to know that you have very good social and communication skills.
Agencies are not looking for the prettiest girls as you might have been able to tell,
they are looking for girls that will represent them and the client well.
Some agencies will hold casting calls where a bunch of girls are invited to
interview and learn more about the agency and the brands they represent. Make
sure you follow directions on what the agency wants to see when you show up to
the casting. If they tell you to wear a certain outfit and bring your resume, then
make sure you do exactly as they say.
Understand why the internet may be a waste of your time when looking for
modeling jobs:
When you are looking for promotional modeling jobs on the internet, you have to
be very careful about what and who you are applying to. I feel the internet could
be a great source to learn more about marketing agencies and brand campaigns,
but it’s not the best source to find modeling work. You want to go where the
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work is so you know you are dealing with a legit source. You are not in this
business to work for free or get taken advantage of.
In the beginning of this course, I identified where all the beverage jobs start. You
have to get with the brand source. Contact the brand managers and the agencies
that maintain or promote the brand. Get in contact with the distributors that
deliver the brand you are interested in working with. Get with the sales reps that
sell the beverage to your local bars and retail stores.
It does not make since to be in an online database if the agency or staffing
company does not do business in your area. You are just another number in their
database and who knows what they may do with your information. There is no
need for you to wait around for months hoping that an agency will contact you
back. The only agency you should be concerned with is the one that has a
contract with your local distributor and beverage brand.
How to get jobs with different promotional modeling agencies:
The more experience you get working with different brands, the more agencies
you will have an opportunity to work with. Most hiring managers have worked
for different agencies. When you work for one hiring manager and let’s just say
that hiring manager goes to a different company, that hiring manager will want to
add you to their new agencies team. It is critically important that you do not burn
any bridges with anyone you work for. This is a very small industry and word gets
around about your performance.
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Finding Beverage Promotional Jobs
You should also find a promotional marketing agency that has a client base that
needs promotional models. There are some staffing companies that will have you
in their database and never get you work because they do not have any work to
offer you.
I will provide you with a list of event marketing agencies that you can contact in
the appendix.
Remember that the best way to find the agency that handles the brand you want
to work with is by contacting the beverage brand distributor.
If you want to be a red bull girl, you can apply on the red bull website but you
may never get a response back because their recruiting department gets backed
up or the hiring manager just hires their friends and friends of their friends.
In order to get in contact with the hiring manager for Red Bull or any beverage
brand, is to get in contact with the distributor that delivers red bull to your local
stores. I showed you earlier in the book how to get their contact information.
Multiple places online you can find promotional modeling gigs?
•
•
•
•
•
•
•
Do a Google search for event staffing companies or agencies
Do a Google search for Marketing Agencies
Do a Google search for Experiential Marketing Agencies
Do a Google search for Demo Team Rep
Do a Google search for Brand Ambassadors
Exploretalent.net
multiple online casting services and classifieds such as backpage.com
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Apply for modeling gigs based on your personality:
If you have an attractive look and are photogenic but do not like to interact with a
large crowd, then you should consider doing print or commercial work.
If you have an outgoing personality and like to interact with large or small crowds,
then doing promotional work should be perfect for you.
If you are uncomfortable being around a lot of people or hate being in a smoky
bar then you should not sign up for the gig because you are not going to have fun
and will end up doing a horrible job.
You must be properly trained and that means you need to be able to understand
the objective of the promotion and also know how to sell and market a product.
You will not be able to do a good job if you are not comfortable with what you are
doing or the product you are promoting.
If you are not in the greatest shape and a promotional job is going to require you
to wear a bikini, that might be a gig you should pass on because you will feel selfconscious and not be able to interact properly with the crowd.
I had a girl on my team that was starting to gain extra weight and we started a
new promotion that required the girls to show their mid drifts, she was so
uncomfortable that when she worked she would try to wear a tank top under the
half shirt. She was not allowed to wear anything that was not part of the uniform
so she was unable to work that particular promotion which lasted for 3 months.
There are tons of promotional jobs out there to choose from, so apply for the
ones that will allow you to do your best job and that you will enjoy doing.
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How to correctly apply for a promotional job
When you apply for a promotional modeling job, you need to make sure you will
be available to work the promotion. You must make sure that your schedule is
clear for that time.
Promotional marketing companies like to hire girls that are always available
because it makes their job easier. They like to hire hard working girls that always
want to work and do a great job.
Make sure you follow directions during the application process.
Agencies will eliminate girls that do not follow directions throughout the hiring
process. Nothing will get you rejected quicker than not following instructions.
I would be scared to hire a girl that did not follow directions during the
application process because she is communicating to me that she will not follow
instructions during the promotion.
Follow directions when submitting your photos and always check your spelling. I
get tons of girls misspelling words when they are trying to market themselves to
me. It is a huge turn off when you misspell like every other word. It also shows
that you do not pay attention to detail when you are only writing less than a
paragraph and have over 5 misspellings.
How to Grab the Hiring Managers Attention:
You need to develop a statement that lets the hiring manager know you are
unique and that you are what they are looking for. Give the hiring manager a
reason to call you or respond back to your application.
Your pictures are more important than what you say, so make sure you are
submitting photos that are attention grabbers and shows your personality.
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If you are applying to work with a specific beverage company, it makes sense to
submit a photo of you enjoying their product. It shows that you are creative and
really care about their brand. Beverage managers love to see people with their
product, their brand is like their child.
You can grab the hiring manager’s attention when you use words that relate to
the event marketing industry. Written words are very important. There are
some things we like to hear that can help us envision you working for us.
Paint pictures with your words.
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Learn what to say when you are applying for a promotional modeling
position:
Stop sounding like a parrot rambling off quality characteristics that sound like
every other girl such as you are energetic, personable, reliable, bubbly and fun.
I want to hear that you are going to boost my sales because you know how to
communicate in a way that influences people to do what you say. Being social
and persuasive are great qualities that inform me that you can get people to listen
to you.
Let hiring managers know why people like being around you and how you are able
to instantly and easily make friends.
Letting a hiring manager know that you love telling your friends about new
products and that you are an influencer will make them call you. Influencers are
powerful and that term will sum up everything for you. Try to come up with
words that describe how unique you are and stay away with bubble words that
everyone says to describe them.
Submitting Photographs and Resume
Submitting photos for a promotional job is very important because it’s your first
chance to make a lasting impression on the hiring manager. You will not get
called for an interview if your photos are unable to grab their attention.
Quality photographs are crucial for any model. They are your first impression on a
client and can determine how much work you receive as a model.
If you are applying for a promotional job, you do not need to have professional
pictures. You need to have regular updated digital photos that show how you will
look when you arrive at the promotion.
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Submit pictures were you are smiling because it shows your personality. A picture
can actually say a lot about you. They give clients insight into your personality,
style, and professionalism, so be sure the photos you choose accurately reflect
how fun you are.
Pictures of you doing a promotion will help the hiring manager get an idea of how
you will look during their promotion. Promotional pictures will also assure them
that you do have experience promoting a product and you were not just making it
up.
You do not need to submit airbrushed photos because you are not going to be
airbrushed during the promotion. Airbrushed photos are highly deceiving and
most hiring managers will discard them when they first see them.
Hiring managers are going to be upset if they meet with you and you do not look
anything like the photos you submitted. You are wasting your time and theirs if
you submit inaccurate photos just to get an interview thinking you will charm
them with your personality. The interview will be over as soon as you show your
face and the hiring manager compares it with what you submitted.
How to submit photos
Upload pictures that are not too large in size. If your files are too large you can
resize them with this Free Tool.
You can join a modeling site that allows you to upload your pictures and you can
send hiring managers to your website or face book to review your photos and
resume.
Some managers will ask for you to upload your pictures so they can save your
photos in their database.
All agencies like to have a list of girls they can always call on. They want to make
sure they have quality girls that their clients will be happy with. They do not want
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to stress about finding girls at the last minute that do not know how to promote a
product effectively.
When you submit photos via email try to say something exciting about yourself
that will require the hiring manager to contact you. You also might want to make
the subject line of the email creative so they will open your email and review your
pictures. Companies receive thousands of submissions and you have to do
something creative to stand out.
Types of Photos to submit
Before you submit any photos to an agency, make sure you know what type of
photos will make you stand out from the other girls that are applying. If your
pictures do not allow you to stand out, then you will never receive a call for an
interview.
Your photos have to make an impact on the hiring manager. You want them to
say “Damn I better hurry up and call this girl before she works for my competitor”.
Do not submit photos with other people in them especially if they look better
than you. I have received thousands of submissions where the applicant has
friends in the photos that are more attractive than they are.
Agencies don’t care to see a photo of you in a large group. We do not have the
time to try and determine which girl you are. You want hiring managers to focus
on you and not get distracted by other people in the photo.
The best photos I like to see are photos where you are working a promotion. If
you don’t have photos of yourself during a promotion then you need to take a
digital picture of how you are going to look during the promotion with a nice big
smile.
I want the “what you see is what you get look.” I do not want to be surprised
when I interview you or the client interviews you and you are not the person in
the picture.
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If you are applying for a job that requires you to wear a bikini, then you need to
submit photos showing how you look in a bikini. Do not submit a photo of you
wearing a coat and paints. The hiring manager wants to see how you are going to
look in a bikini and if you have what it takes to gain their targets attention.
Do not submit photos that are out of focus or too small to view. Choose photos
that accentuate your best features, and show your face and body clearly.
Remember, your photos are your selling point and the first step towards building
a profitable career. When you submit for a job, you are not able to speak to the
hiring manager only your pictures and your resumes can tell your story. You must
learn how to make your photos and resume sell.
Bad Examples:
The Problem with this photo is it is not fully cropped
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This photo is too small to see what she looks like. I get thousands of submissions
weekly and I would go blind if I have to stare at these types of photos.
This photo is too grainy to see her face. I would not want her to show up to the
promotion looking like this. You are not doing yourself any justice by sending a
photo like this. She could actually be a beautiful girl but I guess I will never know.
I want to be able to evaluate a clear photo that is up to date.
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The problem with this photo
is that I am not sure who is
applying for the job. I do not
have time to figure it out
especially if this is the only
photo you sent. I don’t need
you to tell me that you are
the girl in Black…
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Good Head Shot
These photos give me a clear idea of how these girls are going to look. Most
professional photos never actually look like the real person. I am always cautious
when I receive professionally edited photos.
I hired both of these models and was happily surprised that they looked just like
their photos.
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Great Body Shots
These are some great body shots because they allow me to see how in shape the
girls are and it also gives me confidence that they would look great in a tight
fitting outfit or bikini.
You do not have to submit photos of yourself wearing a bikini but it would help
your chances if you do not want the hiring manager trying to figure out if you
have a physically fit body and not afraid to show it. It also shows that you are
confident in your body when you submit bikini photos.
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How to develop a good promotional resume
• Submit a resume that fits the job description
• Make your resume legible and professional looking, make sure there are no
typos
• Do not say you are looking for a full time position in the company when
they are only hiring models for one day
• List any and all relevant sales training that you have taken
• List all your promotional work that you have done
• List any references that you may have, referrals from a previous beverage
manufacturer is worth its weight in gold.
When you get done working a promotion and you have done a great job, ask the
manager if they could write you a referral or if you could list them as a reference.
What should you put on your promotional resume?
You should list what you have done for other beverage manufacturers or other
product manufacturers.
List all promotional experience you have and or any job that involved you selling
or marketing a product to consumers face to face.
Your resume needs to prove that you have effective communication, social and
organizational skills.
Managers want to know that you will be able to communicate effectively to their
targeted consumers and that you will know how to sell and execute their
marketing objectives.
When you respond to the Hiring Manager with your objective, please do not
sound like every other girl. You need to stand out as much as possible and be
unique. It is important that you don’t talk about your features such as you’re
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outgoing, fun to be around, energetic and responsible. You want to talk about
how your features are going to benefit them.
Hiring managers want to be confident that you can boost the sales of their
client’s. Your experience will set you apart from all the features most girls list.
Sample Resume
Jane Doe
SAG
email:
phone:
Eyes: Dark Brown Hair: Dark Brown Height: 5’8” Weight: 125 Shoe: 9 1/2
PRINT
Smooth Girl Magazine
Cover
Joaquin Palting
Smooth Magazine
Featured
Joaquin Palting
Urban Soul Magazine
Featured
“G” Flixxs
Romance Novel “Eleven By Eleven
Cover
Nima
Kanye West (Gold Digger)
Lead
Dir: Hype Williams
Hyphen One (Closer Than friends)
Lead
Qwilite Ent.
Shabakan (Que Rico)
Lead
Latin Music Ent.
Snoop/ Pharrell (Lets Get Blown)
Featured
Dir: Paul Hunter
Luis Vargas
Dancer
Latin Music Ent.
MUSIC VIDEOS
TELEVISION/ COMMERCIAL
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Jack In The Box
Support Group
Elace Communication
Nick Cannon (Wild N Out)
Model
MTV
FILM
Eclipse
PROMOTIONAL
Supporting Role
Dir: Leonardo Leon
Spokes Model
Pepsi
RSCG Marketing
Evian
Sherry Orlanta
Bacardi
Momentum Mrkt
Remy Red
Bianca Boctor
Heineken/Corona
Allied Beverage
Fuze
Fuze beverage
Alize
Mad Soul
Sirius Satellite Radio
Encore Nationwide
Nintendo “Wii”
US Concepts
Hennessy
US Concepts
SPECIAL TRAINING
The Simon Studio - Roger Hendricks Simon
SPECIAL SKILLS/INTEREST
Bilingual - (Spanish), Rollerblading, Volleyball, Chess, Swimming, Print, Commercial, Acting,
Runway, Dance (Salsa, Merengue, Hip-Hop)
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Promotional Modeling Interview
How to properly prepare for a promotional modeling interview:
Promotional modeling interviews are not like a regular job interview. You need to
dress casual and show your fun side. You are being evaluated on your ability to
communicate effectively and do it with a sense of humor. You are going to be
working and speaking with strangers and you cannot be afraid to approach them
and start up conversations.
In order to be confident going into the interview, you need to do your research on
the company you are interviewing with. If you are interviewing with an agency,
you need to find out more about the agency and the brands they represent. If
you know that the agency is looking for promotional models to represent Bacardi,
then you need to do your homework and learn more about Bacardi. It would not
hurt to get a bottle of Bacardi and taste it if you have not had any before. Hiring
managers may ask you if you ever had any of their products and you want to be
able to say yes and mean it.
Understand what a marketing manager wants to hear during the
interview:
At the end of the day, hiring managers want to know you are passionate about
promoting a beverage. They want to know that you are going to be reliable. They
want to know you love interacting with people. They want to know you love
selling and marketing their particular brand.
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How to avoid costly interview mistakes:
When you have an interview with a hiring manager from an agency or beverage
distributorship, they want to know certain things about your character and your
ability to promote their product.
When you are interviewing with a hiring manager, it’s good to be honest but do
not point out any of your flaws. The objective is to get the job by promoting the
best you. You will kill your chances if you tell a hiring manager that it takes you
some time to warm up to people. Never ever tell a hiring manager that you are
shy. They will instantly mark you off their list because this is not the type of job
you can be shy at. You have to be able to go up to complete strangers and strike
a conversation about the product you are promoting.
You also do not have much time to warm up. You have to be ready the minute
you walk into the account. People only take a few seconds to make an impression
about you and if you are standing around not approaching people, they will think
you are shy and not confident in your product.
If the hiring manager starts to ask you questions about how you will handle rude
customers, don’t say you will curse them out or kick them in the face.. I actually
had a girl tell me that. You want to let them know you will tell the bar manager or
security at the bar. You never want to have a confrontation with anyone while
you are representing a client.
When a hiring manager says tell me about yourself, you want to come up with an
entertaining story that shows them you are able to entertain people. Stay away
from overly marketing yourself in a boring way. Add some life to your story and
make them want to learn more about you. This is not the time to be boring.
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Typical Interview Questions a hiring manager will ask you:
The best way to avoid having a bad job interview is to prepare ahead of time.
So practice, practice, PRACTICE your answers to the following questions:
• Tell me about yourself …
• Why should we hire you?
• What are you currently doing? School? Work?
• Have you ever done promotions?
• What is your best/worst quality?
• Tell me about a promotion you have seen, and what you liked about it?
• Tell me how you would deal with drunk/abrasive people during a
promotion?
• Why do you think you are the best person for this position?
• What is your availability? - (someone with limited availability is not ideal)
• What do you expect to get from this job?
• What are your biggest weaknesses?
• What are your biggest strengths?
• Why did you leave your last job?
• What would your former employer say about you if I called them today?
• Why did you get into this line of work?
• What made you want to apply to this company?
What should you wear during an interview?
You should dress casual and not to provocative. I have interviewed girls that
looked like they wanted to seduce me or work at a strip club. You should wear
something that shows off your figure but does not make you look slutty.
You can wear tight fitting jeans, tight shirt and some heels.
Do not overdue your make up and make sure your hair is not covering your face.
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The impression you make on the hiring manager is extremely important, so you
better make it a good one. There are so many girls applying that you only get one
opportunity to stand out.
How to differentiate yourself from the competition:
Just reading this book will put you ahead of girls that do not understand the
business. You will be able to have conversations about the industry and how you
can really help the client with some of your new knowledge.
You have to learn all you can about the industry and convey your knowledge to
these agencies or hiring managers. They don’t want to just hear from you that
you can sell, they want to hear some examples of what you have sold and how
you did it.
I will personally make sure that I update you with more information that will help
you build your sales and marketing skills. I hope that this course was able to shed
some light on the industry and help you get more promotional jobs.
If you have an interview coming up and you just want to gain more confidence,
then contact me and we can quickly rehearse. You will also have access to the job
board that I am creating so you can see what is going on in the industry.
Feel free to contact me with any questions you may have at
[email protected]
Sincerely,
Paul Gage
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Appendix A: Beer Terms
Ale - A malt beverage brewed with (usually) barley malt and fermented at
relatively high temperatures (60-75 Fº) with top fermenting yeast, which usually
creates a fruity taste. Ales are produced with a wide variety of colors, palates and
alcoholic strengths.
Barley Wine - An English term for an extra-strong ale (implied to be as potent as
wine).
Bitter - A well-hopped beer similar to pale ale. The difference is essentially that
pale ales are bottled whereas bitters are usually only draught beers.
Bock - German word for strong beer. It is a lager, usually dark, made from barley
malt that usually displays a malty sweetness and relatively high alcohol content
while limiting the presence of hop bitterness. Bock beers are traditionally served
in autumn, late winter or spring.
Brown Ale - A reddish-brown colored ale known in England as a thirst-quencher
and displays hints of chocolate and fruity sweetness. American versions are more
alcoholic (due to increased malt) and more bitter (due to increased hops) but they
still display the basic features of chocolate and fruit.
Cask-Conditioned - Draught beer that is neither filtered or pasteurized and has a
secondary fermentation and natural clarification in the cellar of the pub. It is
served at a cool temperature but not chilled in order to fully exhibit all of its
flavors.
Dopplebock - Double Bock. An extra strong (alcohol content) bock beer that is
usually tawny or dark brown in color.
Hop - A climbing plant much like a grape vine. Hops contain oils and resins that
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provide beer with a bittering balance in taste and aroma to the sweetness of the
malt. Oils contribute to the taste and aroma with resins acting as bittering
agents.
India Pale Ale - Commonly referred as an "IPA," it is a stronger, hoppier version of
a pale ale. The term originates from the difficulties of British brewers to make
beer that could sustain the long voyage from England to India in the 1700s. The
solution was to add hops to already fermented beer to act as a preserving agent.
Hops are now not only added to fermented beer (dry hopping) but are also boiled
in the wort.
Lager - Any beer fermented at low temperatures using bottom fermenting yeast
and then stored (lagered) in cool conditions in order to clear away imperfections
to ensure a clean taste. Usually golden in color but can be dark.
Lambic - Spontaneously fermenting style of beer brewed from malted barley and
unmalted wheat and is unique to Belgium.
Light Beer - American term indicating a pilsner-style beer that is relatively low in
calories and alcohol content.
Malt - Malt refers to grains that have been soaked in water until they are partially
germinated (malted) and then kilned, this releases starches which are turned into
fermentable sugar. When yeast is added, these fermentable sugars become
alcohol and carbon dioxide. Malt also gives beer its sweet flavor.
Pale Ale - An ale brewed with pale malts (lightly kilned) giving it an often honeylike or caramel sweetness. They are often bronze or copper colored as opposed
to the dark brown or black of porters and stouts, hence the term "pale ale." Some
English brewers use this term to describe their premium bitters.
Porter - A London style of beer. It is a lighter-bodied companion to stout. Porters
are roasted-tasting dark brews that are bottom-fermented and stronger in
alcohol.
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Stout - Originally a "Stout Porter." It is a strong porter that is extra-dark, almost
black in color, due to the use of highly roasted malts.
Weisse/Weissbier - A German term for beer made with malted wheat.
Wort - The sweet liquid made from malted grains, boiling water and hops that
yeast cells cause to ferment.
Yeast - Yeast cells love to eat sugar. In doing so, they cause the wort to ferment,
which produces alcohol and carbon dioxide. Yeast also conveys its own flavor and
can be used to give a fruity flavor to beer.
Appendix B: Beer Style Guide
Appendix C: Example of Companies that do promotions
AARP
ACUVUE
ADIDAS
ALBERTSONS
ALEVE
AMANDA CLOTHING LINE COSTCO ROADSHOW
AMERICAN EXPRESS
APPLE
AXE
AXE Body Spray Angel
BACARDI
BARBIE
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BAY TO BREAKERS MARATHON, NIKE MARATHON, ROCK & ROLL MARATHON
BAY TO BREAKERS SF MARATHON / WHARF 2 WHARF / NIKE MARATHON /
AMGEN TOUR
BLACKBERRY
BLOOMINGDALES / NORDSTROMS / MACY'S / JC PENNEY / SEARS / WESTFIELD
SHOPPING MALLS
BMW
Brown Forman, Jack Daniels Promotions
BURTS BEE
CADILLAC
CHANEL
CINDY K MODELS
CLIFF BAR
CLOROX GREEN WORKS ECO FRIENDLY PRODUCTS
Coke Cola
COSENTINO'S SUPERMARKETS
COSTCO
COTY
CRYSTAL GEYSER
DAIMLER CHRYSLER
DAVIDOFF CIGARETTES
DEGREE
DEL VALLE
DIRECT TV / DISH / AT&T / COMCAST / FRONTIER / VERIZON
DISCOVER
DISNEY ANIMATION
DISNEY'S UP PROMOTION
DOVE
DR. PEPPER
DREAM WORKS ANIMATION
EL JIMADOR TEQUILA
E-METRICS
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ESPN
FLING CHOCOLATE
FOOD FOR LESS
FORSEE
FOSTER FARMS
FREMONT JAZZ FESTIVAL
FRS
GATORADE
GILLETTE
GNC
GOOGLE
HALLMARK
Heineken
HENNESSEY
HERSHEY'S
Hive Inc.
INTERNATIONAL MARATHON
JACK DANIELS
JAMBA JUICE
JOANNES FABRIC
JOSE CUERVO
KASHI
KELLOGS
KRAFT
LEXUS
LOREAL
LUCKY'S
M&M's
MCDONALDS
MERCEDES BENZ
MI PUEBLO SUPERMARKETS
MICROSOFT
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MILLER LITE
MOET
MONSTER
MOSCONE CONVENTION CENTER
MUSCLE MILK
NASCAR
NIKE MODELS
NIKE
NINTENDO
NIVEA
NUGGET SUPERMARKETS
OIL OF OLAY
PANTENE
PEPPERIDGE FARMS
PEPSI
PEPSI MAX
PERFECT 10 PROMOTIONS
PETE'S COFFEE & TEA
PLATINUM PROMOTIONS
PONDS
POP CHIPS
POW
POWERBAR
PROPEL
RALEYS/BELAIR SUPERMARKETS
RED BULL
REMY MARTIN
ROCK AND ROLL MARATHON
ROCKSTAR
SACRAMENTO JAZZ FESTIVAL
SAFEWAY
SAN JOSE JAZZ FESTIVAL
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SAN JOSE STATE
SANTA CLARA UNIVERSITY
SAVE MART
SEE'S
SEPIA DIGITAL EVENT PHOTOGRAPHY
SOBE
SONY ENTERTAINMENT
SOUTHERN COMFORT
SPRITE & COCA COLA
STANFORD
STARBUCKS
STOLEYS
STUDENTRATE.COM
SUNSILK SHAMPOO
SUPER TARGET
SUPER WALMART
TJ Maxx
TOYOTA
TRADER JOES
VITAMIN WATER
WALGREENS
WHOLE FOODS
WINE EVENTS
YAHOO
ZENERGIZE
ZIPPFIZZ
Beverage Companies:
ANHEUSER-BUSCH
AUSTIN-NICHOLS
BASS BREWING
BERINGER WINERY
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CADBURY SCHWEPPES (DPSU)
CAMPBELL SOUP CO.
COCA-COLA COMPANY
CONSTELLATION BRANDS
COUNTRY PURE FOODS
DIAGEO
EVERFRESH BEVERAGES
FCB
GUINNESS PLC
INTERBREW
ITW Hi-Cone
SEAGRAMS AND SONS
LABATT USA
MILLER BREWING CO.
NESTLE WATERS OF NORTH AMERICA
PEPSI-COLA CO
POKKA BEVERAGES
QUAKER OATS
Appendix D: List of 100 Top Agencies
Appendix E: Additional List of Agencies and Brands
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PROMOTIONAL MODELING AGENCIES
I am not endorsing any of these agencies, but I thought it’s worth you looking at. The best
way to make money is to get the most exposure you can. It can’t hurt to apply to as many
agencies as you can if you want to make the most amount of money. This is how you
optimize your opportunites to work with different companies and make more money.
Just remember that you can find out any agency in your area that is responsible for
promoting the beverage you want to work for by contacting your local beverage
distributor. I can list hundreds of agencies, but they are always changing clients. For
Example, Miller Lite can use more than one agency. They are not only using Team
Enterprises to conduct their promotions. So it only makes sense for you to work for the
agency that is in your area.
P.S. My Job Board will also have every major beverage agency listed offering their jobs.
If you are looking to contact Bud Distributors in the US… then Click Here
Click Here to find a large list of beer distributors in the US.
•
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•
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1040 S. Andreasen Drive, Suite 100
Escondido, CA, 92029
map it
Phone: 1-877-777-2992
Fax: 760-291-2691
http://www.theaimagency.com
2980 Columbia Street
Torrance, CA, 90503
map it
Phone: (866) GET-STAFF
•
http://www.encorenationwide.com
•
1000 Northfield Court, Suite 110
Roswell, GA, 30076
map it
Phone: 678 762 1113
Fax: 678 366 9164
http://www.FusionEventStaffing.com
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1500 W. Division Street, Third Floor
Chicago, IL, 60642
map it
Phone: (773) 227-8881 Ext. 107
http://www.8dayspromotions.com
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559 West Diversey Parkway, #100
Chicago, IL, 60614
map it
Phone: (773) 755-0030
http://www.atnpromo.com
2801 Camino Del Rio South , #312
San Diego, CA, 92108
map it
Phone: (619) 295-1755
Fax: 619-295-3106
http://www.actionmodels.com
8939 South Sepulveda Boulevard, Suite 110-776
Los Angeles, CA, 90045
map it
Phone: (773) 281-2880
http://www.ascenttalent.com
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4930 South Lapeer Road
Lake Orion, MI, 48359
map it
Phone: 800-652-6386
Fax: 248-364-6601
http://www.aspenms.com
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Phone: (323) 454-4472 x224
http://www.attackmarketing.net
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93 Dana Street
Providence, RI, 02906
map it
Phone: (401) 273-9768
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http://www.bigorangeproductions.com
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Phone: (877) 464.5922
http://www.brandcierge.com
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1417 Dutch Valley Place, Suite A
Atlanta, GA, 30324
map it
Phone: (866) 238-9349
http://www.cmtagency.com
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3645 Marketplace Boulevard, STE. 130-314
Atlanta, GA, 30344
map it
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Phone: (770) 577-4889
http://www.dptpromotions.com
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7328 E Stetson Drive
Scottsdale, AZ, 85251
map it
Fax: (480) 449-4100 x 213
http://www.EventProStrategies.com
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10 East 23rd Street, Suite 310
New York, NY, 10010
map it
Phone: 212-780-5200
Fax: 212-260-8963
http://www.gcmarketingservices.com/
3611 Motor Avenue, Suite 200
Los Angeles, CA, 90034
map it
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Phone: 310-204-3970
Fax: 310-204-3969
http://www.gt-events.com
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101 State Place , Suite D
Escondido, CA, 92029
map it
Phone: (888) 506-6060
http://WWW.NATIONWIDEMODELS.COM
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Chicago | New York | Los Angeles Nationwide Talent and Staffing
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map it
Phone: (212) 300-7693
http://www.methodmodels.com
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8223 Santa Monica Boulevard
West Holl ywood, CA, 90046
map it
Phone: (323) 785-1700
http://www.ncompassinternational .com
http://www.promotalent.com
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18221 Edison Avenue
St. Louis, MO, 63005
map it
Phone: (636) 449-3162
http://www.propeopleteams.com
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30600 Telegraph Road, Suite 2156
Bingham Farms, MI, 48025
map it
Phone: (800) 437-9815
http://www.productions-plus.com
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Phone: (718) 949-0995
http://www.redlightmarketinggroup.com
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4141 Jutland Drive, Suite 300
San Diego, CA, 92117
map it
Phone: (800) 704-9219
http://www.triplepointinteractions.com
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340 Towne Center Avenue , Unit 212
Suwanee, GA, 30024
map it
Phone: (404) 350-0010
http://www.tsestaffing.com
Click Here to Apply to Become a Red Bull Girl
More Promotional Links and Jobs:
Team Enterprises (Miller Lite Girls)(Bacardi)(Coors Light)
Monster Energy Girls:
The Connection Agency
Umbrella Girls
Ogilvy Action
Tecate Girls - Formula Street
GREENHOUSE
Sweet Deal - Creative Marketing & Promotional Staffing
Opinion Outpost – Easy to Make extra money
SnagAJob – Great Place to Find Hourly Jobs
More Promotional and Modeling Jobs
100 rankings
Promo
2009 2007-2009
2010
u.s. net
growth
agency
rank agency/primary services
revenue
(%)
age
1
2
3
4
5
6
7
8
9
10
11
12
13
Draftfcb, Chicago, IL
$602,000,000* 3%
4
Wunderman, New York, NY
440,000,000* 20
52
Digitas, Boston, MA
301,000,000* (-23)
30
Aspen Marketing Services, West Chicago, IL
273,984,000 159
24
G2 Worldwide, New York, NY
205,400,000*
8
10
BDA, Woodinville, WA
188,224,000 (-26)
26
MarketStar, Ogden, UT
155,203,000* 23
22
Euro RSCG Worldwide, New York, NY
151,000,000* 4
19
Integer Group, The, Lakewood, CO
145,200,000* 2
17
Integrated Marketing Services, Irvine, CA
124,100,000* 13
10
George P. Johnson, Auburn Hills, MI
123,466,173* (-33)
96
Momentum Worldwide, New York, NY
122,500,000* (-18)
23
Marketing Arm, the, Dallas, TX
102,100,000*
20
17
Laurence Boschetto; 312-425-5000. Promotional & retail marketing,
direct & interactive marketing, shopper marketing, experiential/event
marketing, CRM
Daniel Morel; 212-941-3000. Promotion, retail, merchandising,
sponsorship & events, digital, CRM/direct/loyalty
Laura Lang; 617-867-1000. Affinity promotions/content, digital & direct,
event creation & execution, measurement & analytics, media activation
Patrick O’Rahilly; 800-848-0212. Direct marketing, event marketing,
advanced analytics, social media, digital marketing
Joe Celia; 212-546-2222. Digital/interactive marketing, promotional
marketing, shopper marketing, relationship marketing, branding & design
Jay Deutsch; 425-492-6111. Sales promotions, branded merchandise,
sports marketing, entertainment marketing, consumer products
David Treadway; 800-877-8259. Retail brand advocacy, B2B support,
direct sales, training and FlexTeam (in-store demos and other retail services)
Ron Bess; 212-886-4100. Direct marketing, CRM, interactive/social media,
promotion/retail creative, events/sponsorships
Mike Sweeney; 303-393-3000. Promotional marketing, retail/shopper
marketing, channel/customer marketing, interactive marketing,
production services
Tanya Domier; 949-797-2900. In-store demonstrations, shopper &
consumer marketing, retailer-based marketing, experiential & event
marketing, Hispanic marketing
Robert G. Vallee, Jr.; 248-475-2500. Trade shows, conferences, mobile
marketing, consumer/lifestyle marketing, digital marketing
Chris Weil; 646-638-4500. Sales promotion/retail, sponsorship, events/
experiential, digital, entertainment
Ray Clark; 214-259-3200. Digital marketing & promotions, entertainment
marketing & promotions, sports marketing & promotions, multicultural
marketing & promotions, experiential marketing
2009 2007-2009
2010
u.s. net
growth
agency
revenue
(%)
age
14
15
16
17
18
19
20
21
22
23
24
TracyLocke, Dallas, TX
$102,000,000* (-20%)
97
GMR Marketing LLC, New Berlin, WI
96,800,000* (-3)
31
Arnold Brand Experience, Boston, MA
93,000,000* 30
64
Jack Morton Worldwide, Boston, MA
81,000,000* (-37)
71
Marketing Drive, LLC, Norwalk, CT
78,500,000* 25
21
Parago, Lewisville, TX
75,400,000* 24
11
hawkeye, Dallas, TX
67,873,000* 7
11
Ryan Partnership, Wilton, CT
66,660,000 7
26
Octagon, Norwalk, CT
64,117,000* 24
27
Alcone Marketing Group, Irvine, CA
62,400,000* 11
34
AMP Agency, Boston, MA
53,532,000 30
36
Summit Marketing, Saint Louis, MO
46,721,846 (-0.3)
14
OgilvyAction, New York, NY
45,000,000* (-36)
3
Moroch Partners, Dallas, TX
42,452,000* 34
29
MARS Advertising, Inc., Southfield, MI
37,500,000 3
37
ePrize, Pleasant Ridge, MI
36,037,353 (-2)
11
MKTG INC., New York, NY
34,973,000 (-0.1)
18
Ron Askew; 214-259-3500. Consumer promotions, concept/creative
development, shopper/customer marketing, partnership marketing,
experiential marketing
Gary Reynolds; 262-780-5600. Lifestyle events (experiential), sports,
entertainment, digital, retail
Andrew Bennett; 617-587-8172. Event/mobile/sampling activation &
production, digital promotions, social marketing/word-of-mouth marketing,
CPG & trade-specific programs, integrated partnership development
Josh McCall; 617-585-7000. Brand experiences, experiential/event
marketing, interactive/digital/social media, tradeshows/exhibits/conferences
Michael Harris; 203-857-6100. Shopper marketing, brand promotion,
partnership marketing, cause marketing, digital/interactive
Juli Spottiswood; 972-538-3907. Consumer & trade promotional program
development & management, integrated rewards & incentive programs
Richard Beanland; 214-749-0080. Experiential/event marketing, digital
marketing, trade/channel promotions, mobile marketing, sports marketing
David Ryan; 203-210-3000. Retail marketing, interactive marketing,
consumer promotion, media, cultural marketing (Hispanic)
Jeff Shifrin; 203-354-7422. Sponsorship & experiential marketing,
consumer & sales promotion, music & entertainment marketing, event
management & creation, multicultural marketing
Bill Hahn; 949-770-4400. Promotion strategy, consumer & shopper insights/
activation, promotion program development & implementation (national,
regional, customer), concept/creative development, digital marketing
Gary Colen; 617-723-8929. Experiential/events, media buying & planning,
interactive & creative development, research/planning, integrated PR
25
Daniel J Renz; 314-569-3737. Not disclosed
26
27
28
29
30
Sheila Hartnett; 212-237-4000. Promotional marketing, field marketing,
experiential marketing, shopper marketing, analytics
Pat Kempf; 214-520-9700. Advertising, branding, creative, digital,
entertainment marketing
Ken Barnett; 248-936-2267. Shopper strategic planning, shopper immersion
& insights, integrated promotion development, environmental design,
interactive shopper marketing
Craig Sprinkle; 248-543-6800. Chance-to-win promotions, loyalty programs,
points-based reward programs, social and mobile applications, legal and
administration services
Charles Horsey; 212-366-3400. Experiential, promotions, event
management, mobile, concept/strategy, digital
*Revenue
and growth
estimated by
Promo editors;
not verifiable
100 rankings
Promo
2009 2007-2009
2010
u.s. net
growth
agency
revenue
(%)
age
31
Catapult action-biased marketing, Westport, CT
$33,716,000 45%
5
Eric Mower and Associates, Syracuse, NY
32,985,143 29
51
Cardenas Marketing Network, Inc., Chicago, IL
32,191,485 (-11)
7
Pierce, Portland, ME
31,000,000* (-13)
20
Marketing Werks, Chicago, IL
30,952,369 222
23
COLANGELO, Darien, CT
30,500,000* (-8)
17
Isobar North America, Inc., Watertown, MA
30,000,000* n/a
7
Velocity Sports & Entertainment, Norwalk, CT
26,100,000 20
11
Big Communications, LLC, Ferndale, MI
25,100,000* 41
16
CMD, Portland, OR
23,600,000 0.4
32
PromoShop Inc., Los Angeles, CA
23,000,000 (-24)
12
BFG Communications, Bluffton, SC
22,800,000 (-18)
15
Upshot, Chicago, IL
20,700,000* 19
16
CSE, Atlanta, GA
18,030,000 43
24
Rivet, Chicago, IL
17,500,000* n/a
3
Source Marketing, Norwalk, CT
16,920,000*
(-13)
21
Legacy Marketing Partners, Chicago, IL
16,817,000 62
7
Kevin Berg; 312-799-5477. Field marketing, sponsorship activation, branded
environments & mobile tours, corporate hospitality, digital/social media
48
Active Network Media + Marketing, San Diego, CA
16,677,567 n/a
10
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
Paul Kramer; 203-682-4000. Retail marketing, consumer promotion,
interactive, healthcare, experiential
Eric Mower; 315-466-1000. Promotional Web sites, online games/contests/
sweepstakes, retail & visual merchandising, account-specific promotions
Henry Cardenas; 312-492-6424. Sponsorship activation, mobile marketing,
sampling, event marketing, music & sports sponsorship activation
Bob Martin; 207-523-1700. Mobile marketing, sampling, retailtainment,
mall marketing, guerrilla/street programs
Scott Moller, Julie Guida; 312-228-0800. Experiential marketing, sponsorship
activation, direct selling, segmentation marketing, multicultural marketing
Robert J. Colangelo; 203-662-6600. Consumer & trade promotions, advertising
strategy planning/shopper marketing, digital/CRM, branding/packaging
Nigel Morris; 617-218-6500. Design (interaction design/visual design/
information architecture), development (HTML/Flash/JavaScript),
Web content management and e-commerce platform implementation
Mike Reisman, Dave Grant, Bob Wilhelmy; 212-831-2000. Sponsorship
activation planning & negotiation, events/experiential, customer
entertainment, market research/measurement, digital
Lisa Stern; 248-246-5200. Customer relationship management (CRM),
sales force training/eLearning, eMarketing/digital, event production
Phil Reilly; 503-223-6794. Interactive/digital marketing, advertising,
events, film & video, promotions
Guillermo Kahan; 310-821-1780. Merchandise, consumer giveaway, awards
& recognition, online stores, point-of-purchase/point-of-sale
Kevin Meany; 843-837-9115. Integrated promotions, experiential programming, event & sponsorship marketing, interactive, digital & social media
Brian Kristofek; 312-943-0900. Integrated promotion, brand marketing,
regional marketing, retail marketing, interactive marketing
Lonnie Cooper; 770-955-1300. Media services, corporate marketing,
client representation
Paul Mead; 312-799-4000. Promotions, retail/shopper marketing,
interactive/digital, CRM, advertising
Derek Correia; 203-291-4000. Integrated promotion development &
implementation, digital & interactive/social media, events/experiential
Dave Alberga; 877-228-4808. Online media, product sampling,
word-of-mouth marketing, event marketing
*Revenue
and growth
estimated by
Promo editors;
not verifiable
100 rankings
Promo
2009 2007-2009
2010
u.s. net
growth
agency
revenue
(%)
age
49
Gage Marketing Group, LLC, Minneapolis, MN
$14,118,000 -2%
18
Relay Worldwide, Chicago, IL
13,580,000* (-28)
9
TEAM Enterprises, Fort Lauderdale, FL
12,000,000* (-10)
21
Circle One, Norwalk, CT
11,603,143 50
9
Mastermind Marketing, Atlanta, GA
11,150,000 (-14)
27
Fullhouse, Milwaukee, WI
10,656,000 39
21
Mr Youth, New York, NY
10,474,179 44
8
Automotive Events, Inc., Rocky River, OH
9,531,887 44
35
Media Logic, Albany, NY
8,674,778* (-18)
26
Oddcast, Inc., New York, NY
8,437,903 (-8)
11
RPM Connect, Minneapolis, MN
7,971,000 24
2
PGW Experience, Venice, CA
7,900,000 212
12
Next Marketing, Atlanta, GA
7,371,500 (-26)
17
LeadDog Marketing Group, New York, NY
6,950,245 27
11
ignition, Inc., Atlanta, GA
6,800,000 (-15)
13
VOX Group, The, El Segundo, CA
6,396,026 2
26
Source Communications, Hackensack, NJ
6,389,838 3
27
Barry Bluestein; 201-343-5222. Sports marketing, online content development,
franchise marketing, retail marketing, event/experiential marketing
66
Axis Promotions, New York, NY
6,297,850 (-23)
19
50
51
Skip Gage; 763-595-3800. Program strategy/development & execution,
online interactive Web site creative design/development/production,
incentive & loyalty campaigns, social media integration
Chris Bryan; 312-297-1400. Experiential marketing, Hispanic marketing,
sponsorship/activation, sponsorship negotiation/planning, digital/mobile
Daniel Gregory; 954-862-2400. Experiential programs, evangelists/brand
ambassadors, automotive, vehicle tours, retail demonstrations
52
Mark Szuchman, Michael Dill; 203-286-0550. Promotional marketing,
advertising, creative development, interactive, customer marketing
53
54
55
Dan Dodson; 678-420-4000. Brand promotions (traditional & digital), businessto-business promotions, social networking initiatives, relationship marketing
Glenn Kleiman; 414-271-4001. Web strategy & development, branded game
development, mobile marketing technology & app design and execution,
custom video-/photo-/data-capture systems, experiential ideation & strategy
Matt Britton; 212-779-8712. Word-of-mouth marketing, event/
experiential, interactive, retail/shopper marketing, PR
56
57
John R. Thorne; 440-356-1383. Press events, sales & product training events,
motorsports management, consumer marketing events
David M Schultz; 518-456-3015. Social media/interactive promotions,
employee/internal training & sales promotions, event/trade show/
experiential promotions, retail promotions
58
59
60
61
Adi Sideman; 212-375-6290. Participation marketing, social marketing
applications, widgets, augmented reality, 3D animation, text-to-speech
Joseph Robinson; 612-204-9790. Retail marketing, consumer promotion,
cultural marketing, experiential marketing
Russ Jones; 310-664-1095. Grassroots/guerrilla/sampling, mobile marketing,
(vehicle-based), media stunt marketing, viral & social media management
Henry Rischitelli; 770-225-2200. Mobile marketing tours, channel marketing
co-op fund management, event management and promotions
62
63
64
65
Dan Mannix; 212-488-6530. Experiential/event marketing, brand promotions,
mobile & grassroots marketing, creative services & new media
Susan Driscoll; 678-701-0369. Global/national experiential marketing,
sponsorship activation, cause marketing, strategic planning
Shawn Sedlacek; 310-535-5510. Production services, event management,
mobile marketing, street team marketing, creative design
Larry Cohen; 212-226-0886. Promotional products, company store,
custom products, GWP, PWP
*Revenue
and growth
estimated by
Promo editors;
not verifiable
100 rankings
Promo
2009 2007-2009
2010
u.s. net
growth
agency
revenue
(%)
age
67
Don Jagoda Associates, Melville, NY
$6,264,401 (-19%)
48
TRIS3CT, Chicago, IL
6,176,969 140
5
Richard Thomas; 312-733-1303. Retail (point-of-purchase/coupons/FSI),
TV/radio/print advertising, mobile, interactive
69
PriceWeber Marketing Communications, Inc.
Louisville, KY Shanna J. Columbus; 502-499-9220. Branding,
6,127,996 (-2)
42
Marlin Entertainment, Westport, CT
6,100,000 11
20
rEvolution, Chicago, IL
6,083,500* 32
9
MARDEN-KANE, INC., GARDEN CITY, NY
5,681,798 (-52)
53
Shumsky, Dayton, OH
5,349,640 (-13)
57
Keiler and Company, Farmington, CT
5,096,834 (-2)
37
Fuse, Burlington, VT
4,947,340 46
15
Michael Alan Group, The, New York, NY
4,600,000* 77
9
Jonathan Margolis; 212-563-7656. Street teams, publicity stunts, event
marketing, displays & installations, strategic programs & partnerships
77
4,018,583 24
14
Centra Marketing & Communications
Westbury, NY Robert A. Bell; 516-997-3147. Creative/strategic
planning, event/experiential marketing, sweepstakes, incentive
management, promotion
78
Collaborative Marketing Group, Inc.
Wheaton, IL Garrett Plepel; 630-871-1934. Account-specific
3,288,382 75
10
Vertical Marketing Network, Tustin, CA
3,138,185 11
14
A Team, The, New York, NY
2,833,000 16
11
GWP Inc., MONTCLAIR, NJ
2,700,000 5
19
Ventura Associates, Inc., New York, NY
2,645,000 (-24)
39
68
70
71
Don Jagoda; 631-454-1800. Sweepstakes/contests/games strategy &
development, promotion Web services, promotion design services,
social media promotions, incentive & loyalty promotion
digital media development, sales promotion, advertising, PR
Neal Frank; 203-255-6100. Events, multi-platform, sweepstakes, viral/
buzz, sponsor activation
John Rowady; 312-529-5850. Sports marketing, sponsorship consulting,
sponsorship media and promotion, mobile marketing/events, sponsorship
research/ROI/measurement
72
73
74
75
76
79
80
81
82
Marc Wortsman; 516-365-3999. Creative/Concept development,
Web site development & hosting, online promotion development, contest
judging, user-generated content moderation
Michael Emoff; 937-223-2203. Promotional creative logo branding/
promotional product campaigns, online company store programs/
fulfillment & distribution, online incentive & recognition/rewards programs
N/A; 860-677-8821. Advertising, interactive, media buying, PR,
Web site development
Bill Carter; 802-864-7123. Brand strategy, PR, event marketing, design,
interactive
marketing, cross merchandising, sweepstakes administration & fulfillment,
creative design
Philip B. Saifer; 714-258-2400. Integrated marketing planning, creative,
social media marketing, account-specific marketing/co-marketing,
sweepstakes & contest implementation
Andrew Cohen; 212-239-0499. Promotion planning, sweepstakes,
interactive/social media, event marketing, CRM
Eric Lanel; 973-746-0500. New brand identity/launch, package design,
event/experiential, Web site design, viral buzz marketing
Marla Altberg; 212-302-8277. Judging & administration, creative &
consulting services, rules/legal copy review, online creative & Web hosting,
prize procurement & fulfillment
*Revenue
and growth
estimated by
Promo editors;
not verifiable
100 rankings
Promo
2009 2007-2009
2010
u.s. net
growth
agency
revenue
(%)
age
83
MarketingLab, Inc., Minneapolis, MN
$2,539,176 3%
10
IMC, Holmdel, NJ
2,477,281 12
26
Kerry Group, LLC, The, Fenton, MO
2,234,048 (-38)
14
BeCore Promotions, Los Angeles, CA
2,156,143 38
17
Brand Fuel, Inc., Morrisville, NC
2,133,496 (-19)
12
Tipton & Maglione, Inc., Great Neck, NY
2,047,000 (-6)
27
Strobe Promotions, Inc., Hicksville, NY
1,997,396 49
5
Renegade, New York, NY
1,984,000 (-79)
14
Launch Creative Marketing, Chicago, IL
1,981,294 21
37
Kevin Keating; 312-870-9100. Promotion, in-store marketing, package
design, digital marketing, advertising
92
1,888,030 (-47)
10
Specialized Marketing Group Inc. (TSMGI), The
Deerfield, IL Jordan Bressler; 847-267-9200. Sports marketing,
events/experiential marketing, promotional marketing programs
93
Promotional Alliance International, Inc.
Rancho Cucamonga, CA Brent Shigenaka; 909-944-9139. 1,771,351 (-29)
7
206, Inc., Seattle, WA
1,477,950 13
15
ImagiCorps, Redmond, WA
1,383,646 (-17)
21
BARC Integrated Marketing, San Francisco, CA
1,153,905 (-59)
21
Amplify Sports & Entertainment, New York, NY
1,095,000 (-31)
4
Red Group, The, Wheaton, IL
741,900 (-25)
8
Interference Inc., New York, NY
670,119 (-49)
9
84
85
86
87
88
89
90
91
94
95
96
97
98
99
Rich Butwinick; 612-823-2292. Shopper marketing, retail marketing,
consumer promotion, online marketing, digital marketing
Robert Zick; 732-332-0515. Strategic planning, promotion development,
trade marketing, Web design & new media, design of collateral materials
Robert McCann; 636-203-5550. Events, trade/retailer education,
sales/dealer incentive programs, sales demonstration programs,
online interactive programs
Mark Billik; 213-747-3123. Event production, hospitality, event
marketing, logistics
Robert Fiveash, Danny Rosin; 919-484-2565. Promotional items,
corporate apparel, online stores & Web development, fulfillment, sales kits
Martin Maglione; 516-466 0093. Sales promotion planning & conceptual
development, graphic design, Web site design and management, sweepstakes administration & fulfillment, package design & brand positioning
Steve Caputo; 516-733-1835. Technology, premiums/prizes,
administration, fulfillment, creative
Drew Neisser; 646-486-7702. Experiential, interactive, mobile,
guerrilla, promotions
Gift-with-purchase & purchase-with-purchase, containers & packaging,
visual merchandising
Mike Salvadore; 206-388-1448. Engagement marketing, partnership
development, branding & design, event production & management, PR
Thomas W. Hutchinson; 425-869-0599. Event/experiential, retail,
interactive, mobile, sports
John Randazzo, Sr.; 415-992-4800. Promotion planning, creative/concept
development, strategic partners, trade/channel marketing, online
advertising/promotion
Michael Neuman; 212-812-8966. Property representation & sponsorship
sales, sponsorship consulting & measurement, measurement and research,
event management, celebrity endorsement negotiations
Rachel L. Klein; 630-221-9900. Branding/awareness, lead generation,
identity development, sales support
Sam Travis Ewen; 212-995-8553. Experiential marketing, guerrilla, events,
street sampling, digital media
*Revenue
and growth
estimated by
Promo editors;
not verifiable
100
Promo
Alphabetical index
AgencyRank
AgencyRank
AgencyRank
206, Inc. . . . . . . . . . . . . . . . . . . 94
G2 Worldwide . . . . . . . . . . . . . . 5
Octagon . . . . . . . . . . . . . . . . . 22
A Team, The . . . . . . . . . . . . . . . 80
Gage Marketing Group, LLC . . . 49
Oddcast, Inc. . . . . . . . . . . . . . . 58
Active Network Media
+ Marketing . . . . . . . . . . . . . . . 48
George P. Johnson . . . . . . . . . . 11
OgilvyAction . . . . . . . . . . . . . . 26
GMR Marketing LLC . . . . . . . . . . 15
Parago . . . . . . . . . . . . . . . . . . . 19
GWP Inc. . . . . . . . . . . . . . . . . . . . 81
PGW Experience . . . . . . . . . . . . 60
hawkeye . . . . . . . . . . . . . . . . . 20
Pierce . . . . . . . . . . . . . . . . . . . . 34
ignition, Inc. . . . . . . . . . . . . . . 63
PriceWeber Marketing
Communications, Inc. . . . . . . . 69
Alcone Marketing Group . . . . 23
AMP Agency . . . . . . . . . . . . . . . 24
Amplify Sports &
Entertainment . . . . . . . . . . . . . 97
Arnold Brand Experience,
part of Arnold Worldwide . . . 16
IMC . . . . . . . . . . . . . . . . . . . . . . 84
PromoShop Inc. . . . . . . . . . . . . . 41
Integer Group, The . . . . . . . . . . 9
Promotional Alliance
International, Inc. . . . . . . . . . 93
Axis Promotions . . . . . . . . . . . 66
Integrated Marketing
Services . . . . . . . . . . . . . . . . . . 10
Red Group, The . . . . . . . . . . . . . 98
BARC Integrated Marketing . . . 96
Interference Inc. . . . . . . . . . . 99
Relay Worldwide . . . . . . . . . . 50
BDA . . . . . . . . . . . . . . . . . . . . . . . 6
Isobar North America, Inc. . . . 37
Renegade . . . . . . . . . . . . . . . . . 90
BeCore Promotions . . . . . . . . . 86
Jack Morton Worldwide . . . . . 17
rEvolution . . . . . . . . . . . . . . . . 71
BFG Communications . . . . . . . . 42
Keiler and Company . . . . . . . . 74
Rivet . . . . . . . . . . . . . . . . . . . . 45
Big Communications, LLC . . . . . 39
Kerry Group, LLC, The . . . . . . . 85
RPM Connect . . . . . . . . . . . . . . 59
Brand Fuel, Inc. . . . . . . . . . . . . 87
Launch Creative Marketing . . . 91
Ryan Partnership . . . . . . . . . . . 21
Cardenas Marketing
Network, Inc. . . . . . . . . . . . . . . . 33
LeadDog Marketing Group . . . 62
Shumsky . . . . . . . . . . . . . . . . . . 73
Legacy Marketing Partners . . . 47
Source Communications . . . . . 65
Catapult Integrated Services . . 31
MARDEN-KANE, INC. . . . . . . . . . . 72
Source Marketing . . . . . . . . . 46
Centra Marketing &
Communications . . . . . . . . . . . 77
Marketing Arm, the . . . . . . . . . . 13
Specialized Marketing Group
Inc. (TSMGI), The . . . . . . . . . . . . 92
Aspen Marketing Services . . . . 4
Automotive Events, Inc. . . . . . 56
Circle One . . . . . . . . . . . . . . . . 52
CMD . . . . . . . . . . . . . . . . . . . . 40
COLANGELO . . . . . . . . . . . . . . . 36
Collaborative Marketing
Group, Inc. . . . . . . . . . . . . . . . . 78
ImagiCorps . . . . . . . . . . . . . . . . 95
Marketing Drive, LLC . . . . . . . . . 18
Marketing Werks . . . . . . . . . . . 35
MarketingLab, Inc. . . . . . . . . . 83
MarketStar . . . . . . . . . . . . . . . . 7
Marlin Entertainment . . . . . . 70
Strobe Promotions, Inc. . . . . . 89
Summit Marketing . . . . . . . . . . 25
TEAM Enterprises . . . . . . . . . . . 51
Tipton & Maglione, Inc. . . . . . . 88
TracyLocke . . . . . . . . . . . . . . . . 14
CSE . . . . . . . . . . . . . . . . . . . . . . 44
MARS Advertising, Inc. . . . . . . . 28
Digitas . . . . . . . . . . . . . . . . . . . . 3
Mastermind Marketing . . . . . . 53
Don Jagoda Associates . . . . . . 67
Media Logic . . . . . . . . . . . . . . . 57
Draftfcb . . . . . . . . . . . . . . . . . . . 1
Michael Alan Group, The . . . . . 76
ePrize . . . . . . . . . . . . . . . . . . . . 29
MKTG INC . . . . . . . . . . . . . . . . . 30
Eric Mower and Associates . . . 32
Momentum Worldwide . . . . . . . 12
Euro RSCG Worldwide . . . . . . . 8
Moroch Partners . . . . . . . . . . 27
Vertical Marketing
Network . . . . . . . . . . . . . . . . . 79
Fullhouse . . . . . . . . . . . . . . . . 54
Mr Youth . . . . . . . . . . . . . . . . . 55
VOX Group, The . . . . . . . . . . . . 64
Fuse . . . . . . . . . . . . . . . . . . . . . 75
Next Marketing . . . . . . . . . . . . . 61
Wunderman . . . . . . . . . . . . . . . . 2
TRIS3CT . . . . . . . . . . . . . . . . . . . 68
Upshot . . . . . . . . . . . . . . . . . . . 43
Velocity Sports &
Entertainment . . . . . . . . . . . . . 38
Ventura Associates, Inc. . . . . . 82
AMP Energy
Bluphoria Energy Drink
PepsiCo
RLED, LLC
PRODUCTS: Original, SugarFree, Elevate, Traction,
Lightning, Sugar-Free
Lightning, AMP Energy Juice
(Orange), AMP Energy Gum
PRODUCTS: Bluphoria Energy
Drink w/ Maca Energy
PACKAGING: 1 gal BIB, 500
mL Can
Cuba Herbal Energy Juice
Cuba Beverage
Company
PRODUCTS: PomegranateCranberry, Wild Berry,
Passionfruit-Orange
PACKAGING: 12 oz. Can\
PACKAGING: 16 oz. Can, 24 oz.
Can, 12 (juice) oz. PET
AZ Energy by AriZona
Celsius
AriZona Beverages
USA LLC
PRODUCTS: AZ Energy, AZ Low
Carb Energy
PACKAGING: 15 oz. Can
Ex Pure Energy
Celsius
Ex Drinks, LLC
PRODUCTS: Orange, Strawberry
Kiwi, Lemon Iced Tea, Apple
Orchard Blend, Raspberry Acai
Green Tea, Peach Mango Green
Tea, Wild Berry, Cola, Ginger Ale
PRODUCTS: Ex Pure Energy
PACKAGING: 8.4 oz. Can
Beaver Buzz
Cintron Energy Drink
Ex Slim Energy
DD Beverage Company
Cintron Beverage
Ex Drinks, LLC
PRODUCTS: Citrus, Berry, Green
Tea (non-carb), Stripped Sugarfree Citrus, Stripped Sugar-free
Berry, Pink Energy
PRODUCTS: Tropical Azul, Citrus
Mango, Pineapple Passion,
Cranberry Splash, Original,
Sugar Free Tropical Azul
PRODUCTS: Ex Slim Energy
PACKAGING: 12 oz. Can,
16 oz. Can
Big RedJak
CoMotion
Flatt Energy Cola
Big Red Inc.
Monarch Beverages
Flatt Cola
PRODUCTS: Red Jak Premium,
Red Jak Low Carb
PRODUCTS: Regular
PRODUCTS: Flatt Energy Cola
G Pure Energy
grombomb energy
KRONIK ENERGY
Big Red, Inc.
GBomb Energy LLC.
KroniCo LLC.
PRODUCTS: Lulo Lime, Orange
Blossom
PRODUCTS: grombomb energy
PRODUCTS: Blue Citrus, Blue
Citrus Low-Carb, VENGENCE,
VENGENCE Low-Carb,
Entourage, Entourage LowCarb, Dragon Berry, Dragon
Berry Low-Carb
PACKAGING: 10.5 Sleek oz. Can
PACKAGING: 6.8 oz. Glass
Go Fast
GURU Energy Drink
Go Fast Sports &
Beverage Company
GURU Beverage Co.
PRODUCTS: GURU Original,
GURU Lite, GURU 2.0, GURU
2.0 Lite
PRODUCTS: Go Fast Authentic,
Go Fast Light, Go Fast Berry
Energy Hybrid, Go Fast
Lemonade Lime Energy Hybrid,
Go Fast Coconut Energy Hybrid,
Go Fast Tea Energy Hybrid
M3 Super Concentrate
Monster Beverage
Company
PRODUCTS: M3 Super
Concentrate
PACKAGING: 5 oz. Glass
PACKAGING: 16 oz. Can, 11.9
oz. Can, 8.4 oz. Can
Go Girl Energy Drink
Go Girl Energy Drink
and Nor-Cal Beverage
Co., Inc.
PRODUCTS: Sugar Free Energy
Drink, Pomegranate Star Fruit
Energy Drink, Peach Tea Energy
Drink, Pomegranate Blueberry
Tea Energy Drink, Lemon Drop
Sugar Free Energy Drink
11.5 oz. Can
Hiball Energy
Monster Energy
Hiball Inc.
PRODUCTS: Sparkling Energy
Water Grapefruit, Sparkling
Energy Water Wild Berry,
Sparkling Energy Water Lemon
Lime, Sparkling Energy Water
Orange, Sparkling Energy Water
Vanilla, Sparkling Energy Juice
Lemon Lime, Sparkling Energy
Juice Orange, Sparkling Energy
Juice Wild Berry, Sparkling
Energy Juice Cranberry Apple
Monster Beverage
Company
PRODUCTS: Monster Energy,
Lo-Carb, Assault, Khaos, M-80,
MIXXD, Absolutely Zero, Import,
Import Light, DUB
PACKAGING: 8 oz. Can, 12 oz.
Can, 16 oz. Can, 18.6 oz. Can,
24 oz. Can, 32 oz. Can
Golazo Sports Energy Drink
Ironclad Energy + Hydration
Golazo
SHADOW BEVERAGES
PRODUCTS: Golazo Sports
Energy Drink, Golazo Sugar Free
Sports Energy Drink
PRODUCTS: Ironclad Triple
Citrus, Ironclad Goji Berry,
Ironclad Sugar Free Black &
Blue Blend
Monster Energy Extra Strength
Monster Beverage
Company
PRODUCTS: Super Dry, Anti
Gravity, Killer-B, Black Ice
No Fear Energy
Red Bull Energy Drink
Roaring Lion Energy Drink
SHADOW BEVERAGES
Red Bull North America
RLED, LLC
PRODUCTS: No Fear Super
Energy, No Fear Super Energy
Sugar Free
PRODUCTS: Red Bull Energy
Drink
PRODUCTS: Roaring Lion
Energy Drink, Roaring Lion
Sugar Free
Opta Organic Energy Drink
PACKAGING: 8.4 oz. Can, 12 oz.
Can, 16 oz. Can, 20 oz. Can
Red Bull Sugarfree
SunOpta Consumer
Products
Red Bull North America,
Inc.
PRODUCTS: Opta Passionate
Orange, Opta Berry Fusion
PRODUCTS: Red Bull Sugarfree
Oranj Energy Drink
PACKAGING: 355 mL Can, 500
mL PET, 3 gal BIB, 1 gal BIB
Rockstar 2X
Rockstar Energy Drink
PRODUCTS: Rockstar 2X
PACKAGING: 8.4 oz. Can, 12 oz.
Can, 16 oz. Can, 20 oz. Can
Red Rain - Canada
Rockstar Energy Drinks
RLED, LLC
Cott Corporation
Rockstar Inc
PRODUCTS: Oranj Energy Drink
PRODUCTS: Red Rain, Red Rain
Sugar Free, Red Rain Acai Blu,
Red Rain Cran-Orange, Red
Rain Tropical Mango
PRODUCTS: Rockstar Original,
Rockstar Sugar Free, Rockstar
Zero Carb, Rockstar Punched,
Rockstar Energy Cola, Rockstar
Citrus Punched, Rockstar
Juiced Orange Mango Passion,
Rockstar Guava, Rockstar
Pomegranate
PACKAGING: 500 mL Can,
1 gal BIB
PACKAGING: 4pk 250 mL Can,
250 mL Can
24 oz. Can
Pure Energy
Red Rain - United States
Rockstar Energy Slim Cans
Green & Co.
Cott Beverages
Rockstar Inc
PRODUCTS: Pure Energy
PRODUCTS: Red Rain Original,
Red Rain Zero Calorie Original,
Red Rain Downpour Cherry
Limeade, Red Rain Zero Calorie
Downpour, Red Rain Hydroplane
Berry Pomegranate, Red Rain
Zero Calorie Hydroplane
PRODUCTS: Rockstar Pink,
Rockstar 2X Energy
Rush! Energy
Spider Energy Sugar Free
Monarch Beverages
Turbo Energy Drink
The Masters of
Beverages, LLC
PRODUCTS: Regular, Sugar Free
Turbo Energy Drink
PRODUCTS: Turbo Energy Drink
3 Gallon Bag In Box, Turbo
Energy Drink 1 Gallon Bag in
Box, Diet Turbo Energy Drink 1
Gallon Bag in Box
PRODUCTS: Lighter Spider Sugar Free
PACKAGING: 8.4 oz. Can,
16 oz. Can
PACKAGING: 3 gal. BIB,
1 gal. BIB
Solvi Brands LLC
Spider Energy Widow Maker
Solvi Brands LLC
PRODUCTS: Pomegranate,
Sugar Free Pomegranate,
Citrus, Grape-Acai, MangoPeach
Verve!
The Masters of
Beverages, LLC
Vemma Nutrition
Company
PRODUCTS: Spider Energy Widow Maker
PRODUCTS: Regular, Sugar-free
PACKAGING: 16 oz. Can, 8.3
oz. Can
Speedy Energy Drink
Stacker 2 Energy Drinks
Speedelicious
Beverages, LLC
PRODUCTS: Speedy Energy
Drink
Vuka Intelligent Energy
NVE Pharmaceuticals
Vuka, LLC
PRODUCTS: Enraged Raspberry,
Sinful Citrus, Pounding Punch,
Gyrating Grape, Kickin’ Classic,
Kickin’ Classic Zero
PRODUCTS: Workout
(Berry Lemonade), Think
(Pomegranate Lychee), Awaken
(Orange), Renew (Mango
Peach)
Spider Energy
Talon Energy
Whoopass
The Masters of
Beverages, LLC
Fluid Motion Beverage
Inc.
PRODUCTS: Spider Energy Original
PRODUCTS: Original, Original
Sugar-Free, Blood Punch, Blood
Punch Sugar Free, Pomegranate
Grape, Energy Cola
Jones Soda Company
PRODUCTS: Whoopass,
Whoopass Zero
XAPP Carbonated Protein Energy ZUN ENERGY DRINK
XAPP, Inc.
ZUN ENERGY DRINK
PRODUCTS: XAPP Carbonated
Protein Energy - Fruit Punch
PRODUCTS: ZUN ORIGINAL RED,
ZUN LITE BLUE
PACKAGING: 12 oz. PET
Fever Stimulation
The Fever Company,
LLC.
PRODUCTS: Mango Banana,
Kiwi-Strawberry, PineappleCoconut
XL Energy Drink
FRS Healthy Energy
XL Energy Drink Corp
The FRS Company
PRODUCTS: XL Energy Drink,
XL Sugar Free, XL Cranberry
Energy, XL Lime&Lemon Energy,
XL Energy Shot
PRODUCTS: Low Cal Citrus
Pomegranate, Low Cal Peach
Mango, Low Cal Wild Berry, Low
Cal Orange, Apricot Nectarine
PACKAGING: 8.4 oz. Can,
16.9 oz. Can, 2 oz. PET
XS Energy Drinks
NON-CARBONATED
ACUTEfruit Tropical Blast
Monarch Beverages
XS Energy
PRODUCTS: Reduced Calories
PRODUCTS: XS Naranja Blast,
XS Wild Berry Blast, XS Classic
Blast, XS Gold, XS Energy Shots
8.4 oz. Can, 2 oz. PET
Function: Alternative Energy
Function Drinks
PRODUCTS: Function:
Alternative Energy, Açai Grape,
Function: Alternative Energy,
Strawberry Guava, Function:
Alternative Energy, Citrus Yuzu
PACKAGING: 16.9 oz. PET
Xyience Xenergy
Xyience
ávitae
Guayaki SRP Inc.
ávitae
PRODUCTS: Xenergy Premium,
Xenergy Xtreme
PRODUCTS: ávitae 45 mg,
ávitae 90 mg
PACKAGING: 16 oz. Can, 16
oz. Can
Guayaki SRP Inc.
PRODUCTS: Lemon Elation,
Revel Berry, Enlighten Mint
Java Monster
Rockstar Recovery Grape
Monster Beverage
Company
X-Presso Monster
Monster Beverage
Company
ROCKSTAR, Inc.
PRODUCTS: Recovery Grape
PRODUCTS: Hammer, Midnite
PRODUCTS: Loca Moca, Mean
Bean, Toffee, Vanilla Light,
Kona Blend, Irish Blend
OhYeah! Nutritional Shake
Rockstar Recovery Orange
ISS Research
Rockstar, Inc.
PRODUCTS: OhYeah! Nutritional
Shake, Wicked
PRODUCTS: Recovery Orange
PACKAGING: 14 oz. PET,
8 oz. PET
ZICO
ZICO Beverages LLC
PRODUCTS: ZICO Natural, ZICO
Pineapple, ZICO Mango, ZICO
Passion Fruit, ZICO Pomberry,
ZICO Lime Citrus, ZICO
Chocolate
PACKAGING: 11 oz. TetraPak,
1 L TetraPak, 14 oz. PET
Rip It Energy Fuel
Rockstar Roasted Energy+Coffee
National Beverage Corp.
Rockstar Inc
PRODUCTS: G-Force, F-Bomb,
Power, Red Zone shot, Code
Blue shot, Citrus X shot
PRODUCTS: Roasted Mocha,
Roasted Light Vanilla, Roasted
Latte
Rockstar Pink
RECOVERY
Hangover Gone
Warrior Energy
Rockstar, Inc.
Warrior Energy, Inc.
PRODUCTS: Rockstar Pink
PRODUCTS: Green Tea, White
Tea
Afterglow Beverage
Company
PRODUCTS: Sour Cherry
62.BEVERAGESPECTRUM.MARCH.2011
Hoist
Drank Relaxation
Hoist
Innovative Beverage
Group
PRODUCTS: Hoist
PRODUCTS: Drank
RELAXATION
PROVITA USA, LLC
PROVITA USA, LLC
PRODUCTS: XAPP Carbonated
Protein Recovery - Fruit Punch,
XAPP Carbonated Protein
Recovery - Apple Grape, XAPP
Carbonated Protein Recovery Pomegranate Acai
24 oz. Can
PRODUCTS: Dream Dust Sleep
Aid
Ex Chillout
Balance
PRODUCTS: Security Feel Better
Anti-hangover digestive drink
XAPP, Inc.
PRODUCTS: Ambro RELAX
Balance Relax
Security Beverages
Company Inc
XAPP Carbonated Protein
Vitila Brands LLC
Ambrosia Beverage
Group
PRODUCTS: PROVITA PROTEIN
ENERGY, PROVITA PROTEIN
VITAMIN
SECURITY FEEL BETTER
Dream Dust Sleep Aid
Ambro RELAX
Ex Drinks, LLC
PRODUCTS: Balance Relax
PRODUCTS: Ex Chillout
PACKAGING: 1 L PET,
500 mL PET
Funktional Beverages, Inc.
BeautySleep
Big Quark LLC
PRODUCTS: BeautySleep
Funktional Beverages
PRODUCTS: Purple Stuff
Classic Grape, Purple Stuff
Berry Calming, Purple Stuff
Classic Lemon-Lime
LEAN slow motion...potion
Celsius Calorie Burning Shot
Dewmar International
BMC, Inc
Celsius
PRODUCTS: Calypso Punch
PRODUCTS: PURP, EASTA PINK,
YELLA
Neuro Drinks
5-Hour Energy
Cintron Beverage Energy Shot
Neuro Drinks
Living Essentials, Inc.
Cintron Beverage Group
PRODUCTS: Neuro BLISS
PRODUCTS: 5-Hour Energy
(Original), Extra Strength
5-Hour Energy, Decaf 5-Hour
Energy
PRODUCTS: Citrus Mango,
Pineapple Passion, Tropical
Azul, Cranberry Splash
RelaxZen
Açaí Energy Shot
Crunk Energy Stix
RelaxZen, Inc.
Açai Roots
Solvi Brands LLC
PRODUCTS: Day, Night, Sport,
Day Flight, Night Flight
PRODUCTS: Açaí Energy Shot
PRODUCTS: Orange
PACKAGING: 0.1 oz. Stick Pack
BAZI, Inc.
Dragon Pearl
BAZI, Inc.
Dragon Pearl
PRODUCTS: BAZI Energy Shot
PRODUCTS: Super Natural
Energy
DynaPep Energy Berry
Nitro2Go Firepower Extreme
Red Bull Energy Shot
DynaPep Corporation
Nitro2Go, Inc.
Red Bull North America
PRODUCTS: DynaPep Energy
Berry, DynaPep Energy Mint,
DynaPep Energy Cinnamon
PRODUCTS: Red Bull Energy
Shot
PACKAGING: 4 mL
Go Fast Energy Shot
Go Fast Sports &
Beverage Company
PRODUCTS: Go Fast Energy
Sahot
Nitro2Go Instant Energy
Red Bull Sugarfree Energy Shot
Nitro2Go, Inc.
PepsiCo
PRODUCTS: Regular, Extra
Strength
PRODUCTS: Red Bull Sugarfree
Energy Shot
PACKAGING: 50 mL PET
HIJINKS: The Energy Mixer
Nitro2Go Mega Shot
Rip It Energy Shot
PepsiCo
Nitro2Go, Inc.
PRODUCTS: HIJINKS: The Energy
Mixer
PRODUCTS: Sweet Berry,
Pomegrape
PRODUCTS: Red Zone, Code
Blue, Citrus X
MINX xXx - Sex Shot
Stimulicious Brands, LLc
Nitro2Go Pure Energy
Nitro2Go, Inc.
PRODUCTS: Minx xXx - Sex Shot
Stacker 2 6 Hour Power
NVE Pharmaceuticals
PRODUCTS: Berry, Orange,
Grape, Punch, Lemon Lime,
Watermelon, Extra Stength
Grape, Extra Stength Acai
Pomegranate
Stacker 2 Xtra Diet
Verve! Energy Shot
NVE Pharmaceuticals
Vemma Nutrition
Company
PRODUCTS: Diet energy and
crave control
PRODUCTS: Regular, Sugar-free
Stacker 2 Xtra Energy Shot
PACKAGING: 3 oz. HDPE bottle
TABLET & OTHER
Celsius Stick Powder Packets
Worx Energy
NVE Pharmaceuticals
Worx Energy Works
PRODUCTS: Berry, Orange,
Grape, Extra Strength Grape
PRODUCTS: Worx Original
Formula, Worx Extra Stength
Celsius
PRODUCTS: Berry
PACKAGING: .19 oz.
Strut & Rut Energy Shot
Zipfizz Energy Shot
Solvi Brands LLC
Zipfizz Corp
PRODUCTS: Pomegranate
PRODUCTS: Grape Energy Shot,
Fruit Punch Energy Shot
PACKAGING: 2.5 oz.
FRS Healthy Energy Chews
The FRS Company
PRODUCTS: Pineapple
Mango, Lemon Lime, Orange,
Pomegranate Blueberry
PACKAGING: 4 oz. bottle
PACKAGING: bag of 30
count chews
Tomic Energy Shot
Zombie Blast Energy Shot
FRS Healthy Energy Concentrate
The FRS Company
Tomic, Inc.
Zombie Blast LLC
PRODUCTS: Fruit Blast
PRODUCTS: Wildberry, Sugar
Free
PRODUCTS: Orange, Low Cal
Orange, Low Cal Peach Mango
PACKAGING: 32 oz.
HELIX Energy + Ginseng Orange MPR
HELIX Drinks
ISS Research
PRODUCTS: HELIX Energy +
Ginseng Orange
PRODUCTS: Pump, Wicked
PACKAGING: .14 oz. Stick Pack
Go Fast Energy Gum
MINX xXx - Sex Shot
PACKAGING: 16 oz. PET,
12 oz. PET
OhYeah! Total Protein System
Go Fast Sports &
Beverage Company
Stimulicious Brands,
LLC
ISS Research
PRODUCTS: Go Fast Energy
Gum - The Taste of Adrenaline,
Go Fast Energy Gum - with Real
Lemon-Lime, Go Fast Energy
Gum - with Real Coffee, Go
Fast Energy Gum - with Real
Coconut
PRODUCTS: Minx xXx - Sex Shot
PRODUCTS: OhYeah! TPS,
Wicked
PACKAGING: 39 oz. PET, 8
PACKAGING: 5 pieces Stick Pack
BevNet half-page.indd 1
3/10/11 11:22 AM
COMPANY CONTACT INFORMATION
COMPANY NAME
CONTACT NAME
ADDRESS
CITY
STATE
ZIP CODE
PHONE NUMBER
WEBSITE
Jason Kraff
8352 NW 47th Street
Coral Springs
FL
33067
954-871-0211
www.12gaugeenergy.com
Domenick Lucarelli
1717 Douglas Ave
Kalamazoo
MI
49007
908-433-0030
www.amtodd.com
Açai Roots
Igor Pereira
8385 Miramar Mall
San Diego
CA
92121
866-401-2224
www.acairoots.com
Afterglow Beverage Company
Jason Walter
5019 Carolina Beach Rd
Wilmington
NC
28412
910-742-0152
www.HangoverGone.com
Joe Moran
23 Progress St.
Edison
NJ
08820
908-561-5995
www.allenflavors.com
Cavin Kindsvogel
2344 Farrington Street
Dallas
TX
75207
800-314-1822
www.ambrorelax.com
Doreen Higney
60 Crossways Park Drive West
Woodbury
NY
11797
516-812-0365
www.drinkarizona.com
ávitae
Trent Moffat
7003 Post Rd
Dublin
OH
43016
614-766-2848
www.avitae45.com
Axiom Foods
David Janow
12100 Wilshire Blvd Suite 800
Los Angeles
CA
90025
310-264-2606
www.axiomfoods.com
Balance
Martin Chalk
39 West 32nd St
New York
NY
10001
212-564-0878
www.drinkbalance.com
BAZI, Inc.
Sharon Studebaker
1730 Blake St.
Denver
CO
80110
303-316-8577
drinkbazi.com
Big Quark LLC
Clark Wolfsberger
7645 Delmar Blvd
Saint Louis
MO
63130
314-727-6903
BeautySleepUSA.com
Big Red Inc.
Jimmy Piloto
6500 River Place Boulevard
Building 1 Suite 450
Austin
TX
78730
512-501-3890
www.bigredjak.com
www.gpureenergy.com
Bioenergy Life Science, Inc.
Kathy Lund
13840 Johnson St NE
Minneapolis
MN
55304
877-4RIBOSE
bioenergyribose.com
Deborah Schulz
15407 McGinty Rd W
Wayzata
MN
55391
866-456-8872
www.cargill.com
Sherri Lopes
2424 N. Federal Hwy
Boca Raton
FL
866-423-5748
www.celsius.com
Chase Hagerman
4463 White Bear Pkwy.
Suite 105
White Bear Lake
MN
55110
866-907-0400
cheminutra.com
Cintron Beverage
Ryan Lynn
7400 Brewster Ave.
Philadelphia
PA
19153
267-298-2100
www.cintronbeveragegroup.
com
Citromax Flavors
Elaine Kellman-Grosinger
444 Washington Avenue
Carlstadt
NJ
07072
201-933-8405
www.citromaxflavors.com
Closure Systems International
Tabetha Walker-Smith
7702 Woodland Dr Suite 200
Indianapolis
IN
46278
317-390-5000
csiclosures.com
Comax Flavors
Catherine Armstrong
130 Baylis Road
Melville
NY
11747
800-992-0629
www.comaxflavors.com
Teresa Dodd
5250 East Terrace Drive
Suite 106
Madison
WI
53718
608-852-8843
www.corbiplastics.com
Cott Beverages
Jennifer Kenney
5519 W Idlewild Ave
Tampa
FL
33634
813-313-1746
www.cott.com
Cott Corporation
Reece Keeler
6525 Viscount Rd.
Mississauga
ON
L4V 1H6
905-672-1900
www.cott.com
Creative Refrigeration Devices
Tom Meehan
810 1st St. So.
Hopkins
MN
55343
800-666-1449
www.crdrefrigeration.com
Cuba Beverage Company
Alex Procopio
9219 Mira Este Court
San Diego
CA
92126
866-431-CUBA
www.cubabev.com
Andrew Drayson
520 Broadway, Suite 350
Santa Monica
CA
90401
604-999-3050
ddbevco.com
Tim Thomas
132 E. Northside Dr. Ste C
Clinton
MS
39056
402-312-1477
www.SlowMotionPotion.com
Dragon Pearl
Dave Dahl
1030 Huston Street A
Grover Beach
CA
93433
805-489-6689
dragonpearltea.com
DSM Nutritional Products
Gus Castro
45 Waterview Blvd
Parsippany
NJ
07054
973-257-8357
www.dsm.com
DynaPep Corporation
Lisa Krinsky
131 N.W 13th Street
Boca Raton
FL
33432
561-447-0082
www.dynapep.com
EcoFruits International
Wendy Young
10653 S. River Front Parkway
#290
South Jordan
UT
84095
801-312-0955
www.ecofruitsinternational.com
12 Gauge Energy, Inc.
A.M. Todd - Mooreganics
Allen Flavors, Inc.
Ambrosia Beverage Group
AriZona Beverages USA LLC
Cargill, Inc.
Celsius
Chemi Nutra
Corbi Plastics, LLC
DD Beverage Company
Dewmar International BMC, Inc
COMPANY NAME
CONTACT NAME
ADDRESS
CITY
STATE
ZIP CODE
PHONE NUMBER
WEBSITE
Enceutical Corp
Brenda Stoner
3706 Arapaho Road
Addison
TX
75001
866-228-0428
www.spotonenergy.com
Ex Drinks, LLC
Travis Arnesen
1879 Whitney Mesa Drive
Henderson
NV
89014
702-949-6555
www.ExDrinks.com
Flatt Cola
Paul Pucci
PO Box 56166
Madison
WI
53705
262-705-2080
www.flattcola.com
Fluid Motion Beverage Inc.
Paul Tecker
160 N. Riverview Dr. Suite 200
Anaheim
CA
92808
800-951-9123
TalonEnergy.com
3975 Landmark Street
Culver City
CA
90232
310-725-9050
www.functiondrinks.com
Tim Lucas
P.O. Box 12168
Spring
TX
77391
877-324-7657
www.MyPurpleStuff.com
GBomb Energy LLC.
Eric McCormick
4182 Sorrento Valley Blvd. # C
San Diego
CA
92121
858-784-0379
www.grombombenergy.com
Glanbia Nutritionals
Eric Borchardt
5951 McKee Rd. Suite 201
Fitchburg
WI
53719
608-316-8500
www.glanbianutritionals.com
Glanbia Nutritionas, (NA), Inc. California
Michael Cornell
5927 Geiger Court
Carlsbad
CA
92008
760-438-0089
www.glanbianutritionals.com
Jill Hanna
P.O. BOX 40342
Denver
CO
80204
303-893-1222
www.gofastsports.com
Gordon Guzenski
2286 Stone Blvd.
West Sacramento
CA
95691
916-372-0600
www.gogirlenergy.com
Todd Olsen
419 Occidental Ave S
Seattle
WA
98109
206-682-4625
www.golazoenergy.com
Buffalo
NY
14216
716-783-9296
www.pureenergydrinks.com
Function Drinks
Funktional Beverages
Go Fast Sports & Beverage Company
Go Girl Energy Drink and Nor-Cal
Beverage Co., Inc.
Golazo
Green & Co.
Susan Melody
Guayaki SRP Inc.
Luke Gernandt
6782 Sebastopol Avenue
Sebastopol
CA
95472
707-824-6640
www.guayaki.com
GURU Beverage Co.
Brian
295 Greenwich St. #163
NY
NY
10007
212-480-4878
www.guruenergy.com
Hammer Packaging
Lou Iovoli
PO Box 22678
Rochester
NY
14692
585-424-3880
www.hammerpackaging.com
HELIX Drinks
James Ward
5423 Kavanaugh Blvd
Little Rock
AR
72207
901-647-7514
www.helixdrinks.com
Hiball Inc.
Todd Berardi
1862 Union St.
San Francisco
CA
94123
415-420-4801
www.hiballenergy.com
Hoist
Kelly Heekin
PO BOX 9281
Cincinnati
OH
45209
513-321-3400
www.drinkhoist.com
Innovative Beverage Group
Peter Bianchi
5833 B Westview Dr
Houston
TX
77055
713-975-7715
www.drankbeverage.com
ISS Research
Wes Strickland
5400 WT Harris Blvd
Charlotte
NC
28269
704-948-4345
www.issresearch.com/mpr
William Meissner
234 9th ave N
Seattle
WA
98109
206-436-8704
www.drinkwhoopass.com
James Gabriele
2010 W. Parkside Ln.
Phoenix
AZ
85027
623-580-9221
www.kronikenergy.com
Jones Soda Company
KroniCo LLC.
Living Essentials, Inc.
Lonza Inc.
Martin Bauer Inc.
www.5hourenergy.com
Thomas Brancato
90 Boroline Road
Allendale
NJ
07401
800-365-8324
www.lonzanutrition.com
Gary Vorsheim
300 Harmon Meadow Blvd.
Suite 510
Secaucus
NJ
07094
201-659-3100
www.martin-bauer-group.us
1123 Zonolite Road NE
Atlanta
GA
30306
404-262-4040
monarchbeverages.com
Monarch Beverages
Monarch Custom Beverages
Larry Williams
2205 Riverstone Blvd. Suite
104
Canton
GA
30114
678-493-7000
monarchcustombeverages.com
Monster Beverage Company
Richard Hastings
550 Monica Circle
Corona
CA
92880
951-739-6441
www.monsterenergy.com
Carol Suruki
21700 Oxnard Street #300
Woodland Hills
CA
91367
818-577-1916
mossadams.com
Brent Bott
8100 sw 10th st.
Plantation
FL
33324
954-581-0922
www.ripitenergyfuel.com
Samuel Menard
375 Huyler street
South Hackensack
NJ
07606
201-440-5000
www.naturex.com
Moss Adams, LLP
Naturex
COMPANY CONTACT INFORMATION (continued)
COMPANY NAME
Neuro Drinks
CONTACT NAME
ADDRESS
CITY
STATE
ZIP CODE
PHONE NUMBER
WEBSITE
Ken Tenace
501 Santa Monica Blvd
Santa Monica
CA
90401
310-393-6444
www.drinkneuro.com
8020 Palm Ave.
Highland
CA
92346
800-250-2345
www.nitro2go.com
Nitro2Go, Inc.
Nordon/Cooler Solutions
Joe Moffett
1 Cabot Blvd. East
Langhorne
PA
19047
800-211-7745
www.nordoninc.net
Nutritional Products International Inc.
Brian Gould
301 W. Atlantic Ave. Suite 7-8
Delray Beach
FL
33444
561-544-0719
www.nutricompany.com
NVE Pharmaceuticals
Glenn Lee
15 Whitehall Rd
Andover
NJ
07821
973-786-7868
www.stacker2.com
NVE Pharmaceuticals
Walter Orcutt
15 Whitehall Road
Andover
NJ
07821
973-601-8484
www.nveusa.com
Cydney Whitmoyer
PO Box 210
Leesport
PA
19533
610-916-2439
www.parksidebeverage.com
PepsiCo
Andrea Foote
700 Anderson Hill Road
Purchase
NY
10577
914-253-2600
www.pepsico.com
Performance Packaging
Laura Martin
6430 Medical Center Street
#102
Las Vegas
NV
89148
702-240-3457
Performance-Packaging.com
Pharmachem
Gregory Drew
265 Harrison Avenue
Kearny
NJ
07032
201-719-7405
www.pharmachemlabs.com
Premium Ingredients International
Nicole Aurelio
285 E. Fullerton Avenue
Carol Stream
IL
60188
630-868-0300
www.premiumingredients.com
Jeff Jonke
1900 Preston Road
Plano
TX
75093
972-922-3344
www.provitaenergy.com
William Schiffman
7684 St Andrews Avenue
San Diego
CA
92154
619-301-7971
racksinc.com
1740 Stewart St.
Santa Monica
CA
90404
310-393-4647
www.redbullusa.com
Brent Sonnek-Schmelz
621 Shrewsbury Ave
Shrewsbury
NJ
07702
877-448-2323
www.relaxzenshots.com
Brian Boaté
8000 Wheatland Ave
Sun Valley
CA
91352
818-243-8200
www.RoaringLion.com
Customer Service
P.O. Box 27740
Las Vegas
NV
89126
702-939-5535
www.rockstar69.com
Scott Geringer
300 Concord Parkway South
Concord
NC
28027
800-933-2210
www.sndflavors.com
1221 Brickell Ave # 909
Miami
FL
33131
786-619-1129
www.securityfeelbetter.com
Tom Shuman
2801 NW 55th Court
Ft Lauderdale
FL
33309
800-882-6693
www.sgbeveragesolutions.com
George Martinez
1860 W. University Drive,
Ste 114
Tempe
AZ
85281
480-371-1100
ironcladenergy.com
Jyl Gryder
103 Lumpkin Campground
Rd. N
Dawsonville
GA
30534
706-216-3110
www.sleeveco.com
Solvi Brands LLC
Tom Mahlke
1250 Northmeadow Pkwy
Roswell
GA
30076
678-578-5320
www.crunkenergydrink.com
Speedelicious Beverages, LLC
Frank Lopera
27-28 Thomson Ave
Long Island City
NY
11101
310-560-2840
www.drinkspeedy.com
Stauber Performance Ingredients
Shirley Rozeboom
4120 North Palm Street
Fullerton
CA
92835
888-441-4233
www.stauberusa.com
Stimulicious Brands, LLC
Customer Service
57-12 Granger Street
Corona
NY
11368
646-349-5649
www.drinkminx-xxx.com
Greg Hill
2199 Delaware Ave.
Santa Cruz
CA
95060
831-600-3607
www.optaenergy.com
Ian Thurston
300 North Street
Teterboro
NJ
07608
201-288-3200
www.symrise.com
Philadelphia
PA
Parkside Beverage
Provita USA, LLC
Racks Incorporated
Red Bull North America, Inc.
RelaxZen, Inc.
RLED, LLC
Rockstar Inc
S&D Coffee, Inc.
Security Beverages Company Inc
SG Beverage Solutions, Inc.
Shadow Beverages
SleeveCo, Inc.
SunOpta Consumer Products
Symrise Inc.
The Fever Company, LLC.
The FRS Company
www.iwantfever.com
Carli LaForgia
101 Lincoln Centre Dr
Foster City
CA
94404
650-227-2209
www.frs.com
The Masters of Beverages, LLC
Pete Algarin
PO BOX 79378
Corona
CA
92877
951-582-9556
www.spiderenergy.com
The NutraSweet Company
Brad Meyers
222 Merchandise Mart Plaza
Suite 936
Chicago
IL
60654
312-873-5000
www.nutrasweet.com
Tomic, Inc.
Joseph Chang
17280 Newhope St.
Fountain Valley
CA
92708
877-496-3332
www.DrinkTomic.com
Chris Hannemann
2440 Alki Ave SW #402
Seattle
WA
98116
206-938-0596
www.turbo-nrg.com
Turbo Energy Drink
COMPANY NAME
CONTACT NAME
ADDRESS
CITY
STATE
ZIP CODE
PHONE NUMBER
WEBSITE
Vemma Nutrition Company
Bridget Bond
8322 E. Hartford Dr.
Scottsdale
AZ
85255
480-927-8999
www.vemma.com
VIP Energy LLC
Ricky Poland
160 N Wall St #206
Columbus
OH
43215
419-704-0481
vipenergymix.com
Vitila Brands LLC
Max Proskoff
5707 31 Ave
Woodside
NY
11377
888-484-8452
www.dreamdust.com
Vuka, LLC
Todd Fenton
1338 South Valentia Street
Denver
CO
80247
720-535-1831
www.vuka.com
Warrior Energy, Inc.
Arthur Ebeling
142 North Queen St.
Martinsburg
WV
25401
304-264-0437
www.DrinkWarrior.com
Worx Energy Works
Richard Hastings
550 Monica Circle
Corona
CA
92880
951-739-6441
www.worxenergy.com
Ashley Hicks
P.O. Box 690
Carlsbad
CA
92018
760-444-2286
www.xapp.com
Maja Sponring
521 Fifth Avenue
New York
NY
10175
212-594-3080
www.xl-energy.com
15233 NE 90th St.
Redmond
WA
98052
Reuben Rios
1335 E. Sunset Rd
Las Vegas
NV
89119
702-430-5428
www.xyience.com
Bill Lange
643 Cypress Ave.
Hermosa Beach
CA
90254
310-379-9505
www.zico.com
Ashley Scrupps
18303 Bothell Everett
Highway
Mill Creek
WA
98012
877-947-3499
www.zipfizz.com
Zombie Blast LLC
Tom Talbott
12640 Moore St.
Cerritos
CA
92703
ZUN Energy Drink
Fuzzee Bee Beverage
Company
4845 Pearl East Circle
Boulder
CO
80301
XAPP, Inc.
XL Energy Drink Corp
XS Energy
Xyience
ZICO Beverages LLC
Zipfizz Corp
xsblast.com
www.zombieblast.com
303-447-6881
www.zunenergy.com
TA B L E O F C O N T E N T S
Acknowledgements....................................................... i
Copyright and Usage.................................................... i
Dedication.................................................................... ii
Preface to the BJCP Style Guidelines......................... iii
Notes to All...................................................................iii
Notes to Brewers......................................................... iii
Notes to Organizers.....................................................iii
Notes to Judges.......................................................... iv
STYLES (by category)
1. LIGHT LAGER
..................................................... 1
1A. Lite American Lager................................................. 1
1B. Standard American Lager......................................... 1
1C. Premium American Lager......................................... 2
1D. Munich Helles .......................................................... 2
1E. Dortmunder Export .................................................. 3
8. ENGLISH PALE ALE
........................................ 14
8A. Standard/Ordinary Bitter......................................... 14
8B. Special/Best/Premium Bitter................................... 15
8C. Extra Special/Strong Bitter (English Pale Ale)....... 15
9. SCOTTISH AND IRISH ALE
......................... 16
9A. Scottish Light 60/-.................................................. 16
9B. Scottish Heavy 70/-................................................ 16
9C. Scottish Export 80/-............................................... 16
9D. Irish Red Ale.......................................................... 17
9E. Strong Scotch Ale.................................................. 18
10. AMERICAN ALE
............................................. 18
10A. American Pale Ale................................................ 18
10B. American Amber Ale............................................. 19
10C. American Brown Ale............................................. 19
11. ENGLISH BROWN ALE
................................ 20
11A. Mild....................................................................... 20
11B. Southern English Brown....................................... 20
11C. Northern English Brown Ale................................. 21
2. PILSNER
.................................................................3
12. PORTER
.............................................................. 21
2A. German Pilsner (Pils)............................................... 3
2B. Bohemian Pilsener................................................... 4
2C. Classic American Pilsner......................................... 4
12A. Brown Porter........................................................ 21
12B. Robust Porter....................................................... 22
12C. Baltic Porter......................................................... 22
3. EUROPEAN AMBER LAGER
........................... 5
13. STOUT.................................................................23
3A. Vienna Lager............................................................ 5
3B. Oktoberfest/Märzen................................................. 5
13A. Dry Stout.............................................................. 23
13B. Sweet Stout......................................................... 23
13C. Oatmeal Stout ..................................................... 24
13D. Foreign Extra Stout ............................................. 24
13E. American Stout .................................................... 25
13F. Russian Imperial Stout ......................................... 25
4. DARK LAGER
...................................................... 6
4A. Dark American Lager............................................... 6
4B. Munich Dunkel......................................................... 6
4C. Schwarzbier (Black Beer)........................................ 7
5. BOCK
....................................................................... 7
5A. Maibock/Helles Bock................................................ 7
5B. Traditional Bock....................................................... 8
5C. Doppelbock.............................................................. 8
5D. Eisbock.................................................................... 9
6. LIGHT HYBRID BEER
................................... 10
6A. Cream Ale.............................................................. 10
6B. Blonde Ale.............................................................. 10
6C. Kölsch.................................................................... 11
Cologne cathedral (Köln Dom)..................................... 11
6D. American Wheat or Rye Beer................................. 12
7. AMBER HYBRID BEER
...................................12
7A. Northern German Altbier........................................ 12
7B. California Common Beer........................................ 13
7C. Düsseldorf Altbier................................................... 13
14. INDIA PALE ALE (IPA)
................................ 26
14A. English IPA ..........................................................
26
14B. American IPA .......................................................
27
14C. Imperial IPA .........................................................
28
15. GERMAN WHEAT AND RYE BEER
......... 29
15A. Weizen/Weissbier................................................. 29
15B. Dunkelweizen....................................................... 30
15C. Weizenbock......................................................... 31
15D. Roggenbier (German Rye Beer).......................... 31
16. BELGIAN AND FRENCH ALE
....................32
16A. Witbier.................................................................. 32
16B. Belgian Pale Ale................................................... 32
16C. Saison.................................................................. 33
16D. Bière de Garde.................................................... 34
16E. Belgian Specialty Ale........................................... 35
17. SOUR ALE
.......................................................... 36
17A. Berliner Weisse.................................................... 36
17B. Flanders Red Ale................................................. 36
17C. Flanders Brown Ale/Oud Bruin............................ 37
17D. Straight (Unblended) Lambic............................... 37
17E. Gueuze................................................................ 38
17F. Fruit Lambic.......................................................... 39
18. BELGIAN STRONG ALE
.............................. 40
18A. Belgian Blond Ale................................................. 40
18B. Belgian Dubbel..................................................... 40
18C. Belgian Tripel....................................................... 41
18D. Belgian Golden Strong Ale................................... 41
18E. Belgian Dark Strong Ale....................................... 42
Introduction to Cider Guidelines
(Categories 27-28)
......................................................60
27. STANDARD CIDER AND PERRY
............. 61
27A. Common Cider..................................................... 61
27B. English Cider........................................................ 61
27C. French Cider........................................................ 61
27D. Common Perry .................................................... 62
27E. Traditional Perry................................................... 62
28. SPECIALTY CIDER AND PERRY
............. 62
28A. New England Cider.............................................. 62
28B. Fruit Cider............................................................. 62
28C. Applewine............................................................ 63
28D. Other Specialty Cider/Perry ................................. 63
19. STRONG ALE
................................................... 43
19A. Old Ale................................................................. 43
19B. English Barleywine............................................... 44
19C. American Barleywine........................................... 44
BJCP STYLE CHART, 2008 Update
.................... 64
20. FRUIT BEER
......................................................45
21. SPICE/HERB/VEGETABLE BEER
............. 46
21A. Spice, Herb, or Vegetable Beer............................ 46
21B. Christmas/Winter Specialty Spiced Beer............. 47
22. SMOKE-FLAVORED and WOOD-AGED
BEER
......................................................................... 48
22A. Classic Rauchbier................................................ 48
22B. Other Smoked Beer............................................. 48
22C. Wood-Aged Beer.................................................. 49
23. SPECIALTY BEER
...........................................50
Introduction to Mead Guidelines
(Categories 24-26)
......................................................52
24. TRADITIONAL MEAD
................................ 54
24A. Dry Mead............................................................. 54
24B. Semi-sweet Mead................................................ 54
24C. Sweet Mead......................................................... 54
25. MELOMEL (FRUIT MEAD)
......................... 55
25A. Cyser.................................................................... 55
25B. Pyment................................................................. 55
25C. Other Fruit Melomel............................................. 56
26. OTHER MEAD
................................................. 57
26A. Metheglin............................................................. 57
26B. Braggot................................................................ 58
26C. Open Category Mead.......................................... 58
iv
1B. Standard American Lager
1. LIGHT LAGER
1A. Lite American Lager
Aroma: Little to no malt aroma, although it can be grainy,
sweet or corn-like if present. Hop aroma may range from none
to a light, spicy or floral hop presence. Low levels of yeast
character (green apples, DMS, or fruitiness) are optional but
acceptable. No diacetyl.
Appearance: Very pale straw to pale yellow color. White,
frothy head seldom persists. Very clear.
Flavor: Crisp and dry flavor with some low levels of grainy or
corn-like sweetness. Hop flavor ranges from none to low levels. Hop bitterness at low level. Balance may vary from
slightly malty to slightly bitter, but is relatively close to even.
High levels of carbonation may provide a slight acidity or dry
“sting.” No diacetyl. No fruitiness.
Mouthfeel: Very light body from use of a high percentage of
adjuncts such as rice or corn. Very highly carbonated with
slight carbonic bite on the tongue. May seem watery.
Overall Impression: Very refreshing and thirst quenching.
Comments: A lower gravity and lower calorie beer than standard international lagers. Strong flavors are a fault. Designed
to appeal to the broadest range of the general public as possible.
Ingredients: Two- or six-row barley with high percentage (up
to 40%) of rice or corn as adjuncts.
Vital Statistics:
IBUs: 8 – 12
SRM: 2 – 3
OG: 1.028 – 1.040
FG: 0.998 – 1.008
ABV: 2.8 – 4.2%
Aroma: Little to no malt aroma, although it can be grainy,
sweet or corn-like if present. Hop aroma may range from none
to a light, spicy or floral hop presence. Low levels of yeast
Appearance: Very pale straw to medium yellow color. White,
frothy head seldom persists. Very clear.
corn-like sweetness. Hop flavor ranges from none to low levels. Hop bitterness at low to medium-low level. Balance may
vary from slightly malty to slightly bitter, but is relatively
close to even. High levels of carbonation may provide a slight
acidity or dry “sting.” No diacetyl. No fruitiness.
Mouthfeel: Light body from use of a high percentage of adjuncts such as rice or corn. Very highly carbonated with slight
carbonic bite on the tongue.
Overall Impression: Very refreshing and thirst quenching.
Comments: Strong flavors are a fault. An international style
including the standard mass-market lager from most countries.
Ingredients: Two- or six-row barley with high percentage (up
to 40%) of rice or corn as adjuncts.
Vital Statistics:
IBUs: 8 – 15
SRM: 2 – 4
Commercial Examples: Pabst Blue Ribbon, Miller High Life,
Budweiser, Baltika #3 Classic, Kirin Lager, Grain Belt Premium Lager, Molson Golden, Labatt Blue, Coors Original,
Foster’s Lager
Commercial Examples: Bitburger Light, Sam Adams Light,
Heineken Premium Light, Miller Lite, Bud Light, Coors Light,
Baltika #1 Light, Old Milwaukee Light, Amstel Light
1
OG: 1.040 – 1.050
FG: 1.004 – 1.010
ABV: 4.2 – 5.3%
BJCP Style Guidelines — 2008 Edition
1C. Premium American Lager
1D. Munich Helles
Aroma: Low to medium-low malt aroma, which can be grainy,
sweet or corn-like. Hop aroma may range from very low to a
medium-low, spicy or floral hop presence. Low levels of yeast
Appearance: Pale straw to gold color. White, frothy head may
not be long lasting. Very clear.
malty sweetness. Hop flavor ranges from none to low levels.
Hop bitterness at low to medium level. Balance may vary from
slightly malty to slightly bitter, but is relatively close to even.
High levels of carbonation may provide a slight acidity or dry
“sting.” No diacetyl. No fruitiness.
Mouthfeel: Medium-light body from use of adjuncts such as
rice or corn. Highly carbonated with slight carbonic bite on the
tongue.
Overall Impression: Refreshing and thirst quenching, although generally more filling than standard/lite versions.
Comments: Premium beers tend to have fewer adjuncts than
standard/lite lagers, and can be all-malt. Strong flavors are a
fault, but premium lagers have more flavor than standard/lite
lagers. A broad category of international mass-market lagers
ranging from up-scale American lagers to the typical “import”
or “green bottle” international beers found in America.
Ingredients: Two- or six-row barley with up to 25% rice or
corn as adjuncts.
Aroma: Pleasantly grainy-sweet, clean Pils malt aroma dominates. Low to moderately-low spicy noble hop aroma, and a
low background note of DMS (from Pils malt). No esters or
diacetyl.
Appearance: Medium yellow to pale gold, clear, with a
creamy white head.
Flavor: Slightly sweet, malty profile. Grain and Pils malt flavors dominate, with a low to medium-low hop bitterness that
supports the malty palate. Low to moderately-low spicy noble
hop flavor. Finish and aftertaste remain malty. Clean, no fruity
esters, no diacetyl.
Mouthfeel: Medium body, medium carbonation, smooth
maltiness with no trace of astringency.
Overall Impression: Malty but fully attenuated Pils malt
showcase.
History: Created in Munich in 1895 at the Spaten brewery by
Gabriel Sedlmayr to compete with Pilsner-style beers.
Comments: Unlike Pilsner but like its cousin, Munich Dunkel,
Helles is a malt-accentuated beer that is not overly sweet, but
rather focuses on malt flavor with underlying hop bitterness
in a supporting role.
Ingredients: Moderate carbonate water, Pilsner malt, German
noble hop varieties.
Vital Statistics:
IBUs: 15 – 25
SRM: 2 – 6
OG: 1.046 – 1.056
FG: 1.008 – 1.012
ABV: 4.6 – 6%
Commercial Examples: Full Sail Session Premium Lager,
Miller Genuine Draft, Corona Extra, Michelob, Coors Extra
Gold, Birra Moretti, Heineken, Beck’s, Stella Artois, Red
Stripe, Singha
Vital Statistics:
IBUs: 16 – 22
SRM: 3 – 5
OG: 1.045 – 1.051
FG: 1.008 – 1.012
ABV: 4.7 – 5.4%
Commercial Examples: Weihenstephaner Original, HackerPschorr Münchner Gold, Bürgerbräu Wolznacher Hell Naturtrüb, Mahr’s Hell, Paulaner Premium Lager, Spaten Premium Lager, Stoudt’s Gold Lager
[Category continued on next page.]
2
1E. Dortmunder Export
2. PILSNER
Aroma: Low to medium noble (German or Czech) hop aroma.
Moderate Pils malt aroma; can be grainy to somewhat sweet.
May have an initial sulfury aroma (from water and/or yeast)
and a low background note of DMS (from Pils malt). No diacetyl.
Appearance: Light gold to deep gold, clear with a persistent
white head.
Flavor: Neither Pils malt nor noble hops dominate, but both
are in good balance with a touch of malty sweetness, providing a smooth yet crisply refreshing beer. Balance continues
through the finish and the hop bitterness lingers in aftertaste
(although some examples may finish slightly sweet). Clean, no
fruity esters, no diacetyl. Some mineral character might be
noted from the water, although it usually does not come across
as an overt minerally flavor.
Mouthfeel: Medium body, medium carbonation.
Overall Impression: Balance and smoothness are the hallmarks of this style. It has the malt profile of a Helles, the hop
character of a Pils, and is slightly stronger than both.
History: A style indigenous to the Dortmund industrial region, Dortmunder has been on the decline in Germany in recent years.
Comments: Brewed to a slightly higher starting gravity than
other light lagers, providing a firm malty body and underlying maltiness to complement the sulfate-accentuated hop bitterness. The term “Export” is a beer strength category under
German beer tax law, and is not strictly synonymous with the
“Dortmunder” style. Beer from other cities or regions can be
brewed to Export strength, and labeled as such.
Ingredients: Minerally water with high levels of sulfates, carbonates and chlorides, German or Czech noble hops, Pilsner
malt, German lager yeast.
Vital Statistics:
IBUs: 23 – 30
SRM: 4 – 6
OG: 1.048 – 1.056
FG: 1.010 – 1.015
ABV: 4.8 – 6.0%
Commercial Examples: DAB Export, Dortmunder Union Export, Dortmunder Kronen, Ayinger Jahrhundert, Great Lakes
Dortmunder Gold, Barrel House Duveneck’s Dortmunder,
Bell’s Lager, Dominion Lager, Gordon Biersch Golden Export,
Flensburger Gold
3
2A. German Pilsner (Pils)
Aroma: Typically features a light grainy Pils malt character
(sometimes Graham cracker-like) and distinctive flowery or
spicy noble hops. Clean, no fruity esters, no diacetyl. May
have an initial sulfury aroma (from water and/or yeast) and a
low background note of DMS (from Pils malt).
Appearance: Straw to light gold, brilliant to very clear, with a
creamy, long-lasting white head.
Flavor: Crisp and bitter, with a dry to medium-dry finish.
Moderate to moderately-low yet well attenuated maltiness,
although some grainy flavors and slight Pils malt sweetness
are acceptable. Hop bitterness dominates taste and continues
through the finish and lingers into the aftertaste. Hop flavor
can range from low to high but should only be derived from
German noble hops. Clean, no fruity esters, no diacetyl.
Mouthfeel: Medium-light body, medium to high carbonation.
Overall Impression: Crisp, clean, refreshing beer that prominently features noble German hop bitterness accentuated by
sulfates in the water.
History: A copy of Bohemian Pilsener adapted to brewing
conditions in Germany.
Comments: Drier and crisper than a Bohemian Pilsener with a
bitterness that tends to linger more in the aftertaste due to
higher attenuation and higher-sulfate water. Lighter in body
and color, and with higher carbonation than a Bohemian Pilsener. Modern examples of German Pilsners tend to become
paler in color, drier in finish, and more bitter as you move
from South to North in Germany.
Ingredients: Pilsner malt, German hop varieties (especially
noble varieties such as Hallertauer, Tettnanger and Spalt for
taste and aroma), medium sulfate water, German lager yeast.
Vital Statistics:
IBUs: 25 – 45
SRM: 2 – 5
OG: 1.044 – 1.050
FG: 1.008 – 1.013
ABV: 4.4 – 5.2%
Commercial Examples: Victory Prima Pils, Bitburger, Warsteiner, Trumer Pils, Old Dominion Tupper’s Hop Pocket Pils,
König Pilsener, Jever Pils, Left Hand Polestar Pilsner, Holsten
Pils, Spaten Pils, Brooklyn Pilsner
2B. Bohemian Pilsener
2C. Classic American Pilsner
Aroma: Rich with complex malt and a spicy, floral Saaz hop
bouquet. Some pleasant, restrained diacetyl is acceptable, but
need not be present. Otherwise clean, with no fruity esters.
Appearance: Very pale gold to deep burnished gold, brilliant
to very clear, with a dense, long-lasting, creamy white head.
Flavor: Rich, complex maltiness combined with a pronounced
yet soft and rounded bitterness and spicy flavor from Saaz
hops. Some diacetyl is acceptable, but need not be present.
Bitterness is prominent but never harsh, and does not linger.
The aftertaste is balanced between malt and hops. Clean, no
fruity esters.
Mouthfeel: Medium-bodied (although diacetyl, if present,
may make it seem medium-full), medium carbonation.
Overall Impression: Crisp, complex and well-rounded yet
refreshing.
History: First brewed in 1842, this style was the original clear,
light-colored beer.
Comments: Uses Moravian malted barley and a decoction
mash for rich, malt character. Saaz hops and low sulfate, low
carbonate water provide a distinctively soft, rounded hop
profile. Traditional yeast sometimes can provide a background
diacetyl note. Dextrins provide additional body, and diacetyl
enhances the perception of a fuller palate.
Ingredients: Soft water with low mineral content, Saaz hops,
Moravian malted barley, Czech lager yeast.
Aroma: Low to medium grainy, corn-like or sweet maltiness
may be evident (although rice-based beers are more neutral).
Medium to moderately high hop aroma, often classic noble
hops. Clean lager character, with no fruitiness or diacetyl.
Some DMS is acceptable.
Appearance: Yellow to deep gold color. Substantial, long lasting white head. Bright clarity.
Flavor: Moderate to moderately high maltiness similar in
character to the Continental Pilsners but somewhat lighter in
intensity due to the use of up to 30% flaked maize (corn) or
rice used as an adjunct. Slight grainy, corn-like sweetness from
the use of maize with substantial offsetting hop bitterness.
Rice-based versions are crisper, drier, and often lack corn-like
flavors. Medium to high hop flavor from noble hops (either
late addition or first-wort hopped). Medium to high hop bitterness, which should not be coarse nor have a harsh aftertaste. No fruitiness or diacetyl. Should be smooth and welllagered.
Mouthfeel: Medium body and rich, creamy mouthfeel. Medium to high carbonation levels.
Overall Impression: A substantial Pilsner that can stand up to
the classic European Pilsners, but exhibiting the native American grains and hops available to German brewers who initially
brewed it in the USA. Refreshing, but with the underlying
malt and hops that stand out when compared to other modern
American light lagers. Maize lends a distinctive grainy sweetness. Rice contributes a crisper, more neutral character.
History: A version of Pilsner brewed in the USA by immigrant
German brewers who brought the process and yeast with
them when they settled in America. They worked with the
ingredients that were native to America to create a unique
version of the original Pilsner. This style died out after Prohibition but was resurrected as a home-brewed style by advocates of the hobby.
Comments: The classic American Pilsner was brewed both
pre-Prohibition and post-Prohibition with some differences.
OGs of 1.050-1.060 would have been appropriate for preProhibition beers while gravities dropped to 1.044-1.048 after
Prohibition. Corresponding IBUs dropped from a preProhibition level of 30-40 to 25-30 after Prohibition.
Ingredients: Six-row barley with 20% to 30% flaked maize to
dilute the excessive protein levels. Native American hops such
as Clusters, traditional continental noble hops, or modern noble crosses (Ultra, Liberty, Crystal) are also appropriate. Modern American hops such as Cascade are inappropriate. Water
with a high mineral content can lead to an inappropriate
coarseness in flavor and harshness in aftertaste.
Vital Statistics:
IBUs: 35 – 45
SRM: 3.5 – 6 OG: 1.044 – 1.056
FG: 1.013 – 1.017
ABV: 4.2 – 5.4%
Commercial Examples: Pilsner Urquell, Krušovice Imperial
12°, Budweiser Budvar (Czechvar in the US), Czech Rebel,
Staropramen, Gambrinus Pilsner, Zlaty Bazant Golden Pheasant, Dock Street Bohemian Pilsner
Vital Statistics:
IBUs: 25 – 40
SRM: 3 – 6
OG: 1.044 – 1.060
FG: 1.010 – 1.015
ABV: 4.5 – 6%
Commercial Examples: Occasional brewpub and microbrewery specials
4
3A. Vienna Lager
Aroma: Moderately rich German malt aroma (of Vienna and/
or Munich malt). A light toasted malt aroma may be present.
Similar, though less intense than Oktoberfest. Clean lager
character, with no fruity esters or diacetyl. Noble hop aroma
may be low to none. Caramel aroma is inappropriate.
Appearance: Light reddish amber to copper color. Bright clarity. Large, off-white, persistent head.
Flavor: Soft, elegant malt complexity is in the forefront, with a
firm enough hop bitterness to provide a balanced finish. Some
toasted character from the use of Vienna malt. No roasted or
caramel flavor. Fairly dry finish, with both malt and hop bitterness present in the aftertaste. Noble hop flavor may be low
to none.
Mouthfeel: Medium-light to medium body, with a gentle
creaminess. Moderate carbonation. Smooth. Moderately crisp
finish. May have a bit of alcohol warming.
Overall Impression: Characterized by soft, elegant maltiness
that dries out in the finish to avoid becoming sweet.
History: The original amber lager developed by Anton Dreher
shortly after the isolation of lager yeast. Nearly extinct in its
area of origin, the style continues in Mexico where it was
brought by Santiago Graf and other Austrian immigrant
brewers in the late 1800s. Regrettably, most modern examples
use adjuncts which lessen the rich malt complexity characteristic of the best examples of this style. The style owes much of
its character to the method of malting (Vienna malt). Lighter
malt character overall than Oktoberfest, yet still decidedly
balanced toward malt.
Comments: American versions can be a bit stronger, drier and
more bitter, while European versions tend to be sweeter. Many
Mexican amber and dark lagers used to be more authentic, but
unfortunately are now more like sweet, adjunct-laden American Dark Lagers.
Ingredients: Vienna malt provides a lightly toasty and complex, melanoidin-rich malt profile. As with Oktoberfests, only
the finest quality malt should be used, along with Continental
hops (preferably noble varieties). Moderately hard, carbonaterich water. Can use some caramel malts and/or darker malts
to add color and sweetness, but caramel malts shouldn’t add
significant aroma and flavor and dark malts shouldn’t provide
any roasted character.
Vital Statistics:
IBUs: 18 – 30
SRM: 10 – 16
OG: 1.046 – 1.052
FG: 1.010 – 1.014
ABV: 4.5 – 5.5%
Commercial Examples: Great Lakes Eliot Ness (unusual in its
6.2% strength and 35 IBUs), Boulevard Bobs 47 Munich-Style
Lager, Negra Modelo, Old Dominion Aviator Amber Lager,
Gordon Biersch Vienna Lager, Capital Wisconsin Amber, Olde
Saratoga Lager, Penn Pilsner
5
3B. Oktoberfest/Märzen
Aroma: Rich German malt aroma (of Vienna and/or Munich
malt). A light to moderate toasted malt aroma is often present.
Clean lager aroma with no fruity esters or diacetyl. No hop
aroma. Caramel aroma is inappropriate.
Appearance: Dark gold to deep orange-red color. Bright clarity, with solid, off-white, foam stand.
Flavor: Initial malty sweetness, but finish is moderately dry.
Distinctive and complex maltiness often includes a toasted
aspect. Hop bitterness is moderate, and noble hop flavor is
low to none. Balance is toward malt, though the finish is not
sweet. Noticeable caramel or roasted flavors are inappropriate.
Clean lager character with no diacetyl or fruity esters.
Mouthfeel: Medium body, with a creamy texture and medium
carbonation. Smooth. Fully fermented, without a cloying finish.
Overall Impression: Smooth, clean, and rather rich, with a
depth of malt character. This is one of the classic malty styles,
with a maltiness that is often described as soft, complex, and
elegant but never cloying.
History: Origin is credited to Gabriel Sedlmayr, based on an
adaptation of the Vienna style developed by Anton Dreher
around 1840, shortly after lager yeast was first isolated. Typically brewed in the spring, signaling the end of the traditional
brewing season and stored in cold caves or cellars during the
warm summer months. Served in autumn amidst traditional
celebrations.
Comments: Domestic German versions tend to be golden, like
a strong Pils-dominated Helles. Export German versions are
typically orange-amber in color, and have a distinctive toasty
malt character. German beer tax law limits the OG of the style
at 14˚P since it is a vollbier, although American versions can be
stronger. “Fest” type beers are special occasion beers that are
usually stronger than their everyday counterparts.
Ingredients: Grist varies, although German Vienna malt is
often the backbone of the grain bill, with some Munich malt,
Pils malt, and possibly some crystal malt. All malt should derive from the finest quality two-row barley. Continental hops,
especially noble varieties, are most authentic. Somewhat alkaline water (up to 300 PPM), with significant carbonate content
is welcome. A decoction mash can help develop the rich malt
profile.
Vital Statistics:
IBUs: 20 – 28
SRM: 7 – 14
OG: 1.050 – 1.057
FG: 1.012 – 1.016
ABV: 4.8 – 5.7%
Commercial Examples: Paulaner Oktoberfest, Ayinger
Oktoberfest-Märzen, Hacker-Pschorr Original Oktoberfest,
Hofbräu Oktoberfest, Victory Festbier, Great Lakes Oktoberfest, Spaten Oktoberfest, Capital Oktoberfest, Gordon Biersch
Märzen, Goose Island Oktoberfest, Samuel Adams Oktoberfest
(a bit unusual in its late hopping)
4B. Munich Dunkel
4. DARK LAGER
4A. Dark American Lager
Aroma: Little to no malt aroma. Medium-low to no roast and
caramel malt aroma. Hop aroma may range from none to light
spicy or floral hop presence. Can have low levels of yeast
character (green apples, DMS, or fruitiness). No diacetyl.
Appearance: Deep amber to dark brown with bright clarity
and ruby highlights. Foam stand may not be long lasting, and
is usually light tan in color.
Flavor: Moderately crisp with some low to moderate levels of
sweetness. Medium-low to no caramel and/or roasted malt
flavors (and may include hints of coffee, molasses or cocoa).
Hop flavor ranges from none to low levels. Hop bitterness at
low to medium levels. No diacetyl. May have a very light
fruitiness. Burnt or moderately strong roasted malt flavors are
a defect.
Mouthfeel: Light to somewhat medium body. Smooth, although a highly-carbonated beer.
Overall Impression: A somewhat sweeter version of
standard/premium lager with a little more body and flavor.
Comments: A broad range of international lagers that are
darker than pale, and not assertively bitter and/or roasted.
Ingredients: Two- or six-row barley, corn or rice as adjuncts.
Light use of caramel and darker malts. Commercial versions
may use coloring agents.
Vital Statistics:
IBUs: 8 – 20
SRM: 14 – 22
OG: 1.044 – 1.056
FG: 1.008 – 1.012
ABV: 4.2 – 6%
Commercial Examples: Dixie Blackened Voodoo, Shiner Bock,
San Miguel Dark, Baltika #4, Beck's Dark, Saint Pauli Girl
Dark, Warsteiner Dunkel, Heineken Dark Lager, Crystal Diplomat Dark Beer
Aroma: Rich, Munich malt sweetness, like bread crusts (and
sometimes toast.) Hints of chocolate, nuts, caramel, and/or
toffee are also acceptable. No fruity esters or diacetyl should
be detected, but a slight noble hop aroma is acceptable.
Appearance: Deep copper to dark brown, often with a red or
garnet tint. Creamy, light to medium tan head. Usually clear,
although murky unfiltered versions exist.
Flavor: Dominated by the rich and complex flavor of Munich
malt, usually with melanoidins reminiscent of bread crusts.
The taste can be moderately sweet, although it should not be
overwhelming or cloying. Mild caramel, chocolate, toast or
nuttiness may be present. Burnt or bitter flavors from roasted
malts are inappropriate, as are pronounced caramel flavors
from crystal malt. Hop bitterness is moderately low but perceptible, with the balance tipped firmly towards maltiness.
Noble hop flavor is low to none. Aftertaste remains malty,
although the hop bitterness may become more apparent in the
medium-dry finish. Clean lager character with no fruity esters
or diacetyl.
Mouthfeel: Medium to medium-full body, providing a firm
and dextrinous mouthfeel without being heavy or cloying.
Moderate carbonation. May have a light astringency and a
slight alcohol warming.
Overall Impression: Characterized by depth and complexity
of Munich malt and the accompanying melanoidins. Rich Munich flavors, but not as intense as a bock or as roasted as a
schwarzbier.
History: The classic brown lager style of Munich which developed as a darker, malt-accented beer in part because of the
moderately carbonate water. While originating in Munich, the
style has become very popular throughout Bavaria (especially
Franconia).
Comments: Unfiltered versions from Germany can taste like
liquid bread, with a yeasty, earthy richness not found in exported filtered dunkels.
Ingredients: Grist is traditionally made up of German Munich
malt (up to 100% in some cases) with the remainder German
Pilsner malt. Small amounts of crystal malt can add dextrins
and color but should not introduce excessive residual sweetness. Slight additions of roasted malts (such as Carafa or
chocolate) may be used to improve color but should not add
strong flavors. Noble German hop varieties and German lager
yeast strains should be used. Moderately carbonate water.
Often decoction mashed (up to a triple decoction) to enhance
the malt flavors and create the depth of color.
Vital Statistics:
IBUs: 18 – 28
SRM: 14 – 28
OG: 1.048 – 1.056
FG: 1.010 – 1.016
ABV: 4.5 – 5.6%
Commercial Examples: Ayinger Altbairisch Dunkel, HackerPschorr Alt Munich Dark, Paulaner Alt Münchner Dunkel,
Weltenburger Kloster Barock-Dunkel, Ettaler Kloster Dunkel,
Hofbräu Dunkel, Penn Dark Lager, König Ludwig Dunkel,
Capital Munich Dark, Harpoon Munich-type Dark Beer, Gordon Biersch Dunkels, Dinkel Acker Dark. In Bavaria, Ettaler
Dunkel, Löwenbräu Dunkel, Hartmann Dunkel, Kneitinger
Dunkel, Augustiner Dunkel.
6
4C. Schwarzbier (Black Beer)
5. BOCK
Aroma: Low to moderate malt, with low aromatic sweetness
and/or hints of roast malt often apparent. The malt can be
clean and neutral or rich and Munich-like, and may have a
hint of caramel. The roast can be coffee-like but should never
be burnt. A low noble hop aroma is optional. Clean lager yeast
character (light sulfur possible) with no fruity esters or diacetyl.
Appearance: Medium to very dark brown in color, often with
deep ruby to garnet highlights, yet almost never truly black.
Very clear. Large, persistent, tan-colored head.
Flavor: Light to moderate malt flavor, which can have a clean,
neutral character to a rich, sweet, Munich-like intensity. Light
to moderate roasted malt flavors can give a bitter-chocolate
palate that lasts into the finish, but which are never burnt.
Medium-low to medium bitterness, which can last into the
finish. Light to moderate noble hop flavor. Clean lager character with no fruity esters or diacetyl. Aftertaste tends to dry out
slowly and linger, featuring hop bitterness with a complementary but subtle roastiness in the background. Some residual
sweetness is acceptable but not required.
Mouthfeel: Medium-light to medium body. Moderate to moderately high carbonation. Smooth. No harshness or astringency, despite the use of dark, roasted malts.
Overall Impression: A dark German lager that balances
roasted yet smooth malt flavors with moderate hop bitterness.
History: A regional specialty from southern Thuringen and
northern Franconia in Germany, and probably a variant of the
Munich Dunkel style.
Comments: In comparison with a Munich Dunkel, usually
darker in color, drier on the palate and with a noticeable (but
not high) roasted malt edge to balance the malt base. While
sometimes called a “black Pils,” the beer is rarely that dark;
don’t expect strongly roasted, porter-like flavors.
Ingredients: German Munich malt and Pilsner malts for the
base, supplemented by a small amount of roasted malts (such
as Carafa) for the dark color and subtle roast flavors. Nobletype German hop varieties and clean German lager yeasts are
preferred.
Vital Statistics:
IBUs: 22 – 32
SRM: 17 – 30
OG: 1.046 – 1.052
FG: 1.010 – 1.016
ABV: 4.4 – 5.4%
Commercial Examples: Köstritzer Schwarzbier, Kulmbacher
Mönchshof Premium Schwarzbier, Samuel Adams Black Lager, Krušovice Cerne, Original Badebier, Einbecker
Schwarzbier, Gordon Biersch Schwarzbier, Weeping Radish
Black Radish Dark Lager, Sprecher Black Bavarian
5A. Maibock/Helles Bock
Aroma: Moderate to strong malt aroma, often with a lightly
toasted quality and low melanoidins. Moderately low to no
noble hop aroma, often with a spicy quality. Clean. No diacetyl. Fruity esters should be low to none. Some alcohol may be
noticeable. May have a light DMS aroma from Pils malt.
Appearance: Deep gold to light amber in color. Lagering
should provide good clarity. Large, creamy, persistent, white
head.
Flavor: The rich flavor of continental European pale malts
dominates (Pils malt flavor with some toasty notes and/or
melanoidins). Little to no caramelization. May have a light
DMS flavor from Pils malt. Moderate to no noble hop flavor.
May have a low spicy or peppery quality from hops and/or
alcohol. Moderate hop bitterness (more so in the balance than
in other bocks). Clean, with no fruity esters or diacetyl. Wellattenuated, not cloying, with a moderately dry finish that may
taste of both malt and hops.
Mouthfeel: Medium-bodied. Moderate to moderately high
carbonation. Smooth and clean with no harshness or astringency, despite the increased hop bitterness. Some alcohol
warming may be present.
Overall Impression: A relatively pale, strong, malty lager
beer. Designed to walk a fine line between blandness and too
much color. Hop character is generally more apparent than in
other bocks.
History: A fairly recent development in comparison to the
other members of the bock family. The serving of Maibock is
specifically associated with springtime and the month of May.
Comments: Can be thought of as either a pale version of a
traditional bock, or a Munich helles brewed to bock strength.
While quite malty, this beer typically has less dark and rich
malt flavors than a traditional bock. May also be drier, hoppier, and more bitter than a traditional bock. The hops compensate for the lower level of melanoidins. There is some dispute whether Helles (“pale”) Bock and Mai (“May”) Bock are
synonymous. Most agree that they are identical (as is the consensus for Märzen and Oktoberfest), but some believe that
Maibock is a “fest” type beer hitting the upper limits of hopping and color for the range. Any fruitiness is due to Munich
and other specialty malts, not yeast-derived esters developed
during fermentation.
Ingredients: Base of Pils and/or Vienna malt with some Munich malt to add character (although much less than in a traditional bock). No non-malt adjuncts. Noble hops. Soft water
preferred so as to avoid harshness. Clean lager yeast. Decoction mash is typical, but boiling is less than in traditional
bocks to restrain color development.
Vital Statistics:
IBUs: 23 – 35
SRM: 6 – 11
OG: 1.064 – 1.072
FG: 1.011 – 1.018
ABV: 6.3 – 7.4%
Commercial Examples: Ayinger Maibock, Mahr’s Bock,
Hacker-Pschorr Hubertus Bock, Capital Maibock, Einbecker
Mai-Urbock, Hofbräu Maibock, Victory St. Boisterous, Gordon
Biersch Blonde Bock, Smuttynose Maibock
7
5B. Traditional Bock
5C. Doppelbock
Aroma: Strong malt aroma, often with moderate amounts of
rich melanoidins and/or toasty overtones. Virtually no hop
aroma. Some alcohol may be noticeable. Clean. No diacetyl.
Low to no fruity esters.
Appearance: Light copper to brown color, often with attractive
garnet highlights. Lagering should provide good clarity despite the dark color. Large, creamy, persistent, off-white head.
Flavor: Complex maltiness is dominated by the rich flavors of
Munich and Vienna malts, which contribute melanoidins and
toasty flavors. Some caramel notes may be present from decoction mashing and a long boil. Hop bitterness is generally only
high enough to support the malt flavors, allowing a bit of
sweetness to linger into the finish. Well-attenuated, not cloying. Clean, with no esters or diacetyl. No hop flavor. No
roasted or burnt character.
Mouthfeel: Medium to medium-full bodied. Moderate to
moderately low carbonation. Some alcohol warmth may be
found, but should never be hot. Smooth, without harshness or
astringency.
Overall Impression: A dark, strong, malty lager beer.
History: Originated in the Northern German city of Einbeck,
which was a brewing center and popular exporter in the days
of the Hanseatic League (14th to 17th century). Recreated in
Munich starting in the 17th century. The name “bock” is based
on a corruption of the name “Einbeck” in the Bavarian dialect,
and was thus only used after the beer came to Munich. “Bock”
also means “billy-goat” in German, and is often used in logos
and advertisements.
Comments: Decoction mashing and long boiling plays an important part of flavor development, as it enhances the caramel
and melanoidin flavor aspects of the malt. Any fruitiness is
due to Munich and other specialty malts, not yeast-derived
esters developed during fermentation.
Ingredients: Munich and Vienna malts, rarely a tiny bit of
dark roasted malts for color adjustment, never any non-malt
adjuncts. Continental European hop varieties are used. Clean
lager yeast. Water hardness can vary, although moderately
carbonate water is typical of Munich.
Aroma: Very strong maltiness. Darker versions will have significant melanoidins and often some toasty aromas. A light
caramel flavor from a long boil is acceptable. Lighter versions
will have a strong malt presence with some melanoidins and
toasty notes. Virtually no hop aroma, although a light noble
hop aroma is acceptable in pale versions. No diacetyl. A moderately low fruity aspect to the aroma often described as
prune, plum or grape may be present (but is optional) in dark
versions due to reactions between malt, the boil, and aging. A
very slight chocolate-like aroma may be present in darker versions, but no roasted or burned aromatics should ever be present. Moderate alcohol aroma may be present.
Appearance: Deep gold to dark brown in color. Darker versions often have ruby highlights. Lagering should provide
good clarity. Large, creamy, persistent head (color varies with
base style: white for pale versions, off-white for dark varieties). Stronger versions might have impaired head retention,
and can display noticeable legs.
Flavor: Very rich and malty. Darker versions will have significant melanoidins and often some toasty flavors. Lighter versions will a strong malt flavor with some melanoidins and
toasty notes. A very slight chocolate flavor is optional in
darker versions, but should never be perceived as roasty or
burnt. Clean lager flavor with no diacetyl. Some fruitiness
(prune, plum or grape) is optional in darker versions. Invariably there will be an impression of alcoholic strength, but
this should be smooth and warming rather than harsh or
burning. Presence of higher alcohols (fusels) should be very
low to none. Little to no hop flavor (more is acceptable in pale
versions). Hop bitterness varies from moderate to moderately
low but always allows malt to dominate the flavor. Most versions are fairly sweet, but should have an impression of attenuation. The sweetness comes from low hopping, not from
incomplete fermentation. Paler versions generally have a drier
finish.
Mouthfeel: Medium-full to full body. Moderate to
moderately-low carbonation. Very smooth without harshness
or astringency.
Overall Impression: A very strong and rich lager. A bigger
version of either a traditional bock or a helles bock.
History: A Bavarian specialty first brewed in Munich by the
monks of St. Francis of Paula. Historical versions were less
well attenuated than modern interpretations, with consequently higher sweetness and lower alcohol levels (and hence
was considered “liquid bread” by the monks). The term “doppel (double) bock” was coined by Munich consumers. Many
doppelbocks have names ending in “-ator,” either as a tribute
to the prototypical Salvator or to take advantage of the beer’s
popularity.
Vital Statistics:
IBUs: 20 – 27
SRM: 14 – 22
OG: 1.064 – 1.072
FG: 1.013 – 1.019
ABV: 6.3 – 7.2%
Commercial Examples: Einbecker Ur-Bock Dunkel, Pennsylvania Brewing St. Nick Bock, Aass Bock, Great Lakes Rockefeller Bock, Stegmaier Brewhouse Bock
8
Comments: Most versions are dark colored and may display
the caramelizing and melanoidin effect of decoction mashing,
but excellent pale versions also exist. The pale versions will
not have the same richness and darker malt flavors of the dark
versions, and may be a bit drier, hoppier and more bitter.
While most traditional examples are in the ranges cited, the
style can be considered to have no upper limit for gravity, alcohol and bitterness (thus providing a home for very strong
lagers). Any fruitiness is due to Munich and other specialty
malts, not yeast-derived esters developed during fermentation.
Ingredients: Pils and/or Vienna malt for pale versions (with
some Munich), Munich and Vienna malts for darker ones and
occasionally a tiny bit of darker color malts (such as Carafa).
Noble hops. Water hardness varies from soft to moderately
carbonate. Clean lager yeast. Decoction mashing is traditional.
Vital Statistics:
IBUs: 16 – 26
SRM: 6 – 25
OG: 1.072 – 1.112
FG: 1.016 – 1.024
ABV: 7 – 10%
Commercial Examples: Paulaner Salvator, Ayinger Celebrator,
Weihenstephaner Korbinian, Andechser Doppelbock Dunkel,
Spaten Optimator, Tucher Bajuvator, Weltenburger Kloster
Asam-Bock, Capital Autumnal Fire, EKU 28, Eggenberg Urbock 23º, Bell’s Consecrator, Moretti La Rossa, Samuel Adams
Double Bock
5D. Eisbock
Aroma: Dominated by a balance of rich, intense malt and a
definite alcohol presence. No hop aroma. No diacetyl. May
have significant fruity esters, particularly those reminiscent of
plum, prune or grape. Alcohol aromas should not be harsh or
solventy.
Appearance: Deep copper to dark brown in color, often with
attractive ruby highlights. Lagering should provide good clarity. Head retention may be impaired by higher-than-average
alcohol content and low carbonation. Off-white to deep ivory
colored head. Pronounced legs are often evident.
Flavor: Rich, sweet malt balanced by a significant alcohol
presence. The malt can have melanoidins, toasty qualities,
some caramel, and occasionally a slight chocolate flavor. No
hop flavor. Hop bitterness just offsets the malt sweetness
enough to avoid a cloying character. No diacetyl. May have
significant fruity esters, particularly those reminiscent of
plum, prune or grape. The alcohol should be smooth, not
harsh or hot, and should help the hop bitterness balance the
strong malt presence. The finish should be of malt and alcohol,
and can have a certain dryness from the alcohol. It should not
by sticky, syrupy or cloyingly sweet. Clean, lager character.
Mouthfeel: Full to very full bodied. Low carbonation. Significant alcohol warmth without sharp hotness. Very smooth
without harsh edges from alcohol, bitterness, fusels, or other
concentrated flavors.
Overall Impression: An extremely strong, full and malty dark
lager.
History: A traditional Kulmbach specialty brewed by freezing
a doppelbock and removing the ice to concentrate the flavor
and alcohol content (as well as any defects).
Comments: Eisbocks are not simply stronger doppelbocks; the
name refers to the process of freezing and concentrating the
beer. Some doppelbocks are stronger than Eisbocks. Extended
lagering is often needed post-freezing to smooth the alcohol
and enhance the malt and alcohol balance. Any fruitiness is
due to Munich and other specialty malts, not yeast-derived
esters developed during fermentation.
Ingredients: Same as doppelbock. Commercial eisbocks are
generally concentrated anywhere from 7% to 33% (by volume).
Vital Statistics:
IBUs: 25 – 35
SRM: 18 – 30
OG: 1.078 – 1.120
FG: 1.020 – 1.035
ABV: 9 – 14%
Commercial Examples: Kulmbacher Reichelbräu Eisbock,
Eggenberg Urbock Dunkel Eisbock, Niagara Eisbock, Capital
Eisphyre, Southampton Eisbock
9
6B. Blonde Ale
6A. Cream Ale
Aroma: Faint malt notes. A sweet, corn-like aroma and low
levels of DMS are commonly found. Hop aroma low to none.
Any variety of hops may be used, but neither hops nor malt
dominate. Faint esters may be present in some examples, but
are not required. No diacetyl.
Appearance: Pale straw to moderate gold color, although usually on the pale side. Low to medium head with medium to
high carbonation. Head retention may be no better than fair
due to adjunct use. Brilliant, sparkling clarity.
Flavor: Low to medium-low hop bitterness. Low to moderate
maltiness and sweetness, varying with gravity and attenuation. Usually well attenuated. Neither malt nor hops prevail in
the taste. A low to moderate corny flavor from corn adjuncts is
commonly found, as is some DMS. Finish can vary from
somewhat dry to faintly sweet from the corn, malt, and sugar.
Faint fruity esters are optional. No diacetyl.
Mouthfeel: Generally light and crisp, although body can reach
medium. Smooth mouthfeel with medium to high attenuation;
higher attenuation levels can lend a “thirst quenching” finish.
High carbonation. Higher gravity examples may exhibit a
slight alcohol warmth.
Overall Impression: A clean, well-attenuated, flavorful
American lawnmower beer.
History: An ale version of the American lager style. Produced
by ale brewers to compete with lager brewers in the Northeast
and Mid-Atlantic States. Originally known as sparkling or
present use ales, lager strains were (and sometimes still are)
used by some brewers, but were not historically mixed with
ale strains. Many examples are kräusened to achieve carbonation. Cold conditioning isn’t traditional, although modern
brewers sometimes use it.
Comments: Classic American (i.e., pre-prohibition) Cream
Ales were slightly stronger, hoppier (including some dry hopping) and more bitter (25-30+ IBUs). These versions should be
entered in the specialty/experimental category. Most commercial examples are in the 1.050–1.053 OG range, and bitterness
rarely rises above 20 IBUs.
Ingredients: American ingredients most commonly used. A
grain bill of six-row malt, or a combination of six-row and
North American two-row, is common. Adjuncts can include
up to 20% flaked maize in the mash, and up to 20% glucose or
other sugars in the boil. Soft water preferred. Any variety of
hops can be used for bittering and finishing.
Vital Statistics:
IBUs: 15 – 20
SRM: 2.5 – 5
Aroma: Light to moderate sweet malty aroma. Low to moderate fruitiness is optional, but acceptable. May have a low to
medium hop aroma, and can reflect almost any hop variety.
No diacetyl.
Appearance: Light yellow to deep gold in color. Clear to brilliant. Low to medium white head with fair to good retention.
Flavor: Initial soft malty sweetness, but optionally some light
character malt flavor (e.g., bread, toast, biscuit, wheat) can also
be present. Caramel flavors typically absent. Low to medium
esters optional, but are commonly found in many examples.
Light to moderate hop flavor (any variety), but shouldn’t be
overly aggressive. Low to medium bitterness, but the balance
is normally towards the malt. Finishes medium-dry to somewhat sweet. No diacetyl.
Mouthfeel: Medium-light to medium body. Medium to high
carbonation. Smooth without harsh bitterness or astringency.
Overall Impression: Easy-drinking, approachable, maltoriented American craft beer.
History: Currently produced by many (American) microbreweries and brewpubs. Regional variations exist (many West
Coast brewpub examples are more assertive, like pale ales) but
in most areas this beer is designed as the entry-level craft beer.
Comments: In addition to the more common American Blonde
Ale, this category can also include modern English Summer
Ales, American Kölsch-style beers, and less assertive American and English pale ales.
Ingredients: Generally all malt, but can include up to 25%
wheat malt and some sugar adjuncts. Any hop variety can be
used. Clean American, lightly fruity English, or Kölsch yeast.
May also be made with lager yeast, or cold-conditioned. Some
versions may have honey, spices and/or fruit added, although
if any of these ingredients are stronger than a background
flavor they should be entered in specialty, spiced or fruit beer
categories instead. Extract versions should only use the lightest malt extracts and avoid kettle caramelization.
Vital Statistics:
IBUs: 15 – 28
SRM: 3 – 6
OG: 1.038 – 1.054
FG: 1.008 – 1.013
ABV: 3.8 – 5.5%
Commercial Examples: Pelican Kiwanda Cream Ale, Russian
River Aud Blonde, Rogue Oregon Golden Ale, Widmer Blonde
Ale, Fuller’s Summer Ale, Hollywood Blonde, Redhook
Blonde
OG: 1.042 – 1.055
FG: 1.006 – 1.012
ABV: 4.2– 5.6%
Commercial Examples: Genesee Cream Ale, Little Kings
Cream Ale (Hudepohl), Anderson Valley Summer Solstice
Cerveza Crema, Sleeman Cream Ale, New Glarus Spotted
Cow, Wisconsin Brewing Whitetail Cream Ale
10
6C. Kölsch
Aroma: Very low to no Pils malt aroma. A pleasant, subtle fruit
aroma from fermentation (apple, cherry or pear) is acceptable,
but not always present. A low noble hop aroma is optional but
not out of place (it is present only in a small minority of
authentic versions). Some yeasts may give a slight winy or
sulfury character (this characteristic is also optional, but not a
fault).
Appearance: Very pale gold to light gold. Authentic versions
are filtered to a brilliant clarity. Has a delicate white head that
may not persist.
Flavor: Soft, rounded palate comprising of a delicate flavor
balance between soft yet attenuated malt, an almost imperceptible fruity sweetness from fermentation, and a medium-low
to medium bitterness with a delicate dryness and slight
pucker in the finish (but no harsh aftertaste). The noble hop
flavor is variable, and can range from low to moderately high;
most are medium-low to medium. One or two examples (Dom
being the most prominent) are noticeably malty-sweet up
front. Some versions can have a slightly minerally or sulfury
water or yeast character that accentuates the dryness and flavor balance. Some versions may have a slight wheat taste,
although this is quite rare. Otherwise very clean with no diacetyl or fusels.
Mouthfeel: Smooth and crisp. Medium-light body, although a
few versions may be medium. Medium to medium-high carbonation. Generally well-attenuated.
Overall Impression: A clean, crisp, delicately balanced beer
usually with very subtle fruit flavors and aromas. Subdued
maltiness throughout leads to a pleasantly refreshing tang in
the finish. To the untrained taster easily mistaken for a light
lager, a somewhat subtle Pilsner, or perhaps a blonde ale.
History: Kölsch is an appellation protected by the Kölsch
Konvention, and is restricted to the 20 or so breweries in and
around Cologne (Köln). The Konvention simply defines the
beer as a “light, highly attenuated, hop-accentuated, clear topfermenting Vollbier.”
Comments: Served in a tall, narrow 200ml glass called a
“Stange.” Each Köln brewery produces a beer of different
character, and each interprets the Konvention slightly differently. Allow for a range of variation within the style when
judging. Note that drier versions may seem hoppier or more
bitter than the IBU specifications might suggest. Due to its
delicate flavor profile, Kölsch tends to have a relatively short
shelf-life; older examples can show some oxidation defects.
Some Köln breweries (e.g., Dom, Hellers) are now producing
young, unfiltered versions known as Wiess (which should not
be entered in this category).
Ingredients: German noble hops (Hallertau, Tettnang, Spalt or
Hersbrucker). German Pils or pale malt. Attenuative, clean ale
yeast. Up to 20% wheat may be used, but this is quite rare in
authentic versions. Water can vary from extremely soft to
moderately hard. Traditionally uses a step mash program,
although good results can be obtained using a single rest at
149˚F. Fermented at cool ale temperatures (59-65˚F) and lagered for at least a month, although many Cologne brewers
ferment at 70˚F and lager for no more than two weeks.
Vital Statistics:
IBUs: 20 – 30
SRM: 3.5 – 5 11
Commercial Examples: Available in Cologne only: PJ Früh,
Hellers, Malzmühle, Paeffgen, Sion, Peters, Dom; import versions available in parts of North America: Reissdorf, Gaffel;
Non-German versions: Eisenbahn Dourada, Goose Island
Summertime, Alaska Summer Ale, Harpoon Summer Beer,
New Holland Lucid, Saint Arnold Fancy Lawnmower, Capitol
City Capitol Kölsch, Shiner Kölsch
OG: 1.044 – 1.050
FG: 1.007 – 1.011
ABV: 4.4 – 5.2%
6D. American Wheat or Rye Beer
Aroma: Low to moderate grainy wheat or rye character. Some
malty sweetness is acceptable. Esters can be moderate to none,
although should reflect American yeast strains. The clove and
banana aromas common to German hefeweizens are inappropriate. Hop aroma may be low to moderate, and can have either a citrusy American or a spicy or floral noble hop character. Slight crisp sharpness is optional. No diacetyl.
Appearance: Usually pale yellow to gold. Clarity may range
from brilliant to hazy with yeast approximating the German
hefeweizen style of beer. Big, long-lasting white head.
Flavor: Light to moderately strong grainy wheat or rye flavor,
which can linger into the finish. Rye versions are richer and
spicier than wheat. May have a moderate malty sweetness or
finish quite dry. Low to moderate hop bitterness, which sometimes lasts into the finish. Low to moderate hop flavor (citrusy
American or spicy/floral noble). Esters can be moderate to
none, but should not take on a German Weizen character (banana). No clove phenols, although a light spiciness from
wheat or rye is acceptable. May have a slightly crisp or sharp
finish. No diacetyl.
Mouthfeel: Medium-light to medium body. Medium-high to
high carbonation. May have a light alcohol warmth in stronger
examples.
Overall Impression: Refreshing wheat or rye beers that can
display more hop character and less yeast character than their
German cousins.
Comments: Different variations exist, from an easy-drinking
fairly sweet beer to a dry, aggressively hopped beer with a
strong wheat or rye flavor. Dark versions approximating dunkelweizens (with darker, richer malt flavors in addition to the
color) should be entered in the Specialty Beer category. THE
BREWER SHOULD SPECIFY IF RYE IS USED; IF NO
DOMINANT GRAIN IS SPECIFIED, WHEAT WILL BE ASSUMED.
Ingredients: Clean American ale yeast, but also can be made
as a lager. Large proportion of wheat malt (often 50% or more,
but this isn’t a legal requirement as in Germany). American or
noble hops. American Rye Beers can follow the same general
guidelines, substituting rye for some or all of the wheat. Other
base styles (e.g., IPA, stout) with a noticeable rye character
should be entered in the Specialty Beer category (23).
Vital Statistics:
IBUs: 15 – 30
SRM: 3 – 6
OG: 1.040 – 1.055
FG: 1.008 – 1.013
ABV: 4 – 5.5%
7A. Northern German Altbier
Aroma: Subtle malty, sometimes grainy aroma. Low to no noble hop aroma. Clean, lager character with very restrained
ester profile. No diacetyl.
Appearance: Light copper to light brown color; very clear
from extended cold conditioning. Low to moderate off-white
to white head with good retention.
Flavor: Fairly bitter yet balanced by a smooth and sometimes
sweet malt character that may have a rich, biscuity and/or
lightly caramelly flavor. Dry finish often with lingering bitterness. Clean, lager character sometimes with slight sulfury
notes and very low to no esters. Very low to medium noble
hop flavor. No diacetyl.
Mouthfeel: Medium-light to medium body. Moderate to moderately high carbonation. Smooth mouthfeel.
Overall Impression: A very clean and relatively bitter beer,
balanced by some malt character. Generally darker, sometimes
more caramelly, and usually sweeter and less bitter than
Düsseldorf Altbier.
Comments: Most Altbiers produced outside of Düsseldorf are
of the Northern German style. Most are simply moderately
bitter brown lagers. Ironically “alt” refers to the old style of
brewing (i.e., making ales), which makes the term “Altbier”
somewhat inaccurate and inappropriate. Those that are made
as ales are fermented at cool ale temperatures and lagered at
cold temperatures (as with Düsseldorf Alt).
Ingredients: Typically made with a Pils base and colored with
roasted malt or dark crystal. May include small amounts of
Munich or Vienna malt. Noble hops. Usually made with an
attenuative lager yeast.
Vital Statistics:
IBUs: 25 – 40
SRM: 13 – 19
OG: 1.046 – 1.054
FG: 1.010 – 1.015
ABV: 4.5 – 5.2%
Commercial Examples: DAB Traditional, Hannen Alt,
Schwelmer Alt, Grolsch Amber, Alaskan Amber, Long Trail
Ale, Otter Creek Copper Ale, Schmaltz’ Alt
Commercial Examples: Bell’s Oberon, Harpoon UFO Hefeweizen, Three Floyds Gumballhead, Pyramid Hefe-Weizen,
Widmer Hefeweizen, Sierra Nevada Unfiltered Wheat Beer,
Anchor Summer Beer, Redhook Sunrye, Real Ale Full Moon
Pale Rye
12
7B. California Common Beer
7C. Düsseldorf Altbier
Aroma: Typically showcases the signature Northern Brewer
hops (with woody, rustic or minty qualities) in moderate to
high strength. Light fruitiness acceptable. Low to moderate
caramel and/or toasty malt aromatics support the hops. No
diacetyl.
Appearance: Medium amber to light copper color. Generally
clear. Moderate off-white head with good retention.
Flavor: Moderately malty with a pronounced hop bitterness.
The malt character is usually toasty (not roasted) and caramelly. Low to moderately high hop flavor, usually showing
Northern Brewer qualities (woody, rustic, minty). Finish fairly
dry and crisp, with a lingering hop bitterness and a firm,
grainy malt flavor. Light fruity esters are acceptable, but otherwise clean. No diacetyl.
Mouthfeel: Medium-bodied. Medium to medium-high carbonation.
Overall Impression: A lightly fruity beer with firm, grainy
maltiness, interesting toasty and caramel flavors, and showcasing the signature Northern Brewer varietal hop character.
History: American West Coast original. Large shallow open
fermenters (coolships) were traditionally used to compensate
for the absence of refrigeration and to take advantage of the
cool ambient temperatures in the San Francisco Bay area. Fermented with a lager yeast, but one that was selected to thrive
at the cool end of normal ale fermentation temperatures.
Comments: This style is narrowly defined around the prototypical Anchor Steam example. Superficially similar to an
American pale or amber ale, yet differs in that the hop flavor/
aroma is woody/minty rather than citrusy, malt flavors are
toasty and caramelly, the hopping is always assertive, and a
warm-fermented lager yeast is used.
Ingredients: Pale ale malt, American hops (usually Northern
Brewer, rather than citrusy varieties), small amounts of toasted
malt and/or crystal malts. Lager yeast, however some strains
(often with the mention of “California” in the name) work
better than others at the warmer fermentation temperatures
(55 to 60˚F) used. Note that some German yeast strains produce inappropriate sulfury character. Water should have relatively low sulfate and low to moderate carbonate levels.
Aroma: Clean yet robust and complex aroma of rich malt, noble hops and restrained fruity esters. The malt character reflects German base malt varieties. The hop aroma may vary
from moderate to very low, and can have a peppery, floral or
perfumy character associated with noble hops. No diacetyl.
Appearance: Light amber to orange-bronze to deep copper
color, yet stopping short of brown. Brilliant clarity (may be
filtered). Thick, creamy, long-lasting off-white head.
Flavor: Assertive hop bitterness well balanced by a sturdy yet
clean and crisp malt character. The malt presence is moderated
by moderately-high to high attenuation, but considerable rich
and complex malt flavors remain. Some fruity esters may survive the lagering period. A long-lasting, medium-dry to dry,
bittersweet or nutty finish reflects both the hop bitterness and
malt complexity. Noble hop flavor can be moderate to low. No
roasted malt flavors or harshness. No diacetyl. Some yeast
strains may impart a slight sulfury character. A light minerally
character is also sometimes present in the finish, but is not
required. The apparent bitterness level is sometimes masked
by the high malt character; the bitterness can seem as low as
moderate if the finish is not very dry.
Mouthfeel: Medium-bodied. Smooth. Medium to mediumhigh carbonation. Astringency low to none. Despite being very
full of flavor, is light bodied enough to be consumed as a session beer in its home brewpubs in Düsseldorf.
Overall Impression: A well balanced, bitter yet malty, clean,
smooth, well-attenuated amber-colored German ale.
History: The traditional style of beer from Düsseldorf. “Alt”
refers to the “old” style of brewing (i.e., making top-fermented
ales) that was common before lager brewing became popular.
Predates the isolation of bottom-fermenting yeast strains,
though it approximates many characteristics of lager beers.
The best examples can be found in brewpubs in the Altstadt
(“old town”) section of Düsseldorf.
Comments: A bitter beer balanced by a pronounced malt richness. Fermented at cool ale temperature (60-65˚F), and lagered
at cold temperatures to produce a cleaner, smoother palate
than is typical for most ales. Common variants include Sticke
(“secret”) alt, which is slightly stronger, darker, richer and
more complex than typical alts. Bitterness rises up to 60 IBUs
and is usually dry hopped and lagered for a longer time.
Münster alt is typically lower in gravity and alcohol, sour,
lighter in color (golden), and can contain a significant portion
of wheat. Both Sticke alt and Münster alt should be entered in
the specialty category.
Ingredients: Grists vary, but usually consist of German base
malts (usually Pils, sometimes Munich) with small amounts of
crystal, chocolate, and/or black malts used to adjust color.
Occasionally will include some wheat. Spalt hops are traditional, but other noble hops can also be used. Moderately carbonate water. Clean, highly attenuative ale yeast. A step mash
or decoction mash program is traditional.
Vital Statistics:
IBUs: 30 – 45
SRM: 10 – 14
OG: 1.048 – 1.054
FG: 1.011 – 1.014
ABV: 4.5 – 5.5%
Commercial Examples: Anchor Steam, Southampton Steem
Beer, Flying Dog Old Scratch Amber Lager
Vital Statistics:
IBUs: 35 – 50
SRM: 11 – 17
OG: 1.046 – 1.054
FG: 1.010 – 1.015
ABV: 4.5 – 5.2%
Commercial Examples: Altstadt brewpubs: Zum Uerige, Im
Füchschen, Schumacher, Zum Schlüssel; other examples: Diebels Alt, Schlösser Alt, Frankenheim Alt
13
Commercial Examples: Fuller's Chiswick Bitter, Adnams Bitter, Young's Bitter, Greene King IPA, Oakham Jeffrey Hudson
Bitter (JHB), Brains Bitter, Tetley’s Original Bitter, Brakspear
Bitter, Boddington's Pub Draught
8. ENGLISH PALE ALE
8A. Standard/Ordinary Bitter
Aroma: The best examples have some malt aroma, often (but
not always) with a caramel quality. Mild to moderate fruitiness is common. Hop aroma can range from moderate to none
(UK varieties typically, although US varieties may be used).
Generally no diacetyl, although very low levels are allowed.
Appearance: Light yellow to light copper. Good to brilliant
clarity. Low to moderate white to off-white head. May have
very little head due to low carbonation.
Flavor: Medium to high bitterness. Most have moderately low
to moderately high fruity esters. Moderate to low hop flavor
(earthy, resiny, and/or floral UK varieties typically, although
US varieties may be used). Low to medium maltiness with a
dry finish. Caramel flavors are common but not required. Balance is often decidedly bitter, although the bitterness should
not completely overpower the malt flavor, esters and hop flavor. Generally no diacetyl, although very low levels are allowed.
Mouthfeel: Light to medium-light body. Carbonation low,
although bottled and canned examples can have moderate
carbonation.
Overall Impression: Low gravity, low alcohol levels and low
carbonation make this an easy-drinking beer. Some examples
can be more malt balanced, but this should not override the
overall bitter impression. Drinkability is a critical component
of the style; emphasis is still on the bittering hop addition as
opposed to the aggressive middle and late hopping seen in
American ales.
History: Originally a draught ale served very fresh under no
pressure (gravity or hand pump only) at cellar temperatures
(i.e., “real ale”). Bitter was created as a draught alternative
(i.e., running beer) to country-brewed pale ale around the start
of the 20th century and became widespread once brewers understood how to “Burtonize” their water to successfully brew
pale beers and to use crystal malts to add a fullness and
roundness of palate.
Comments: The lightest of the bitters. Also known as just “bitter.” Some modern variants are brewed exclusively with pale
malt and are known as golden or summer bitters. Most bottled
or kegged versions of UK-produced bitters are higher-alcohol
versions of their cask (draught) products produced specifically
for export. The IBU levels are often not adjusted, so the versions available in the US often do not directly correspond to
their style subcategories in Britain. This style guideline reflects
the “real ale” version of the style, not the export formulations
of commercial products.
Ingredients: Pale ale, amber, and/or crystal malts, may use a
touch of black malt for color adjustment. May use sugar adjuncts, corn or wheat. English hops most typical, although
American and European varieties are becoming more common
(particularly in the paler examples). Characterful English
yeast. Often medium sulfate water is used.
Vital Statistics:
IBUs: 25 – 35
SRM: 4 – 14
OG: 1.032 – 1.040
FG: 1.007 – 1.011
ABV: 3.2 – 3.8%
14
8B. Special/Best/Premium Bitter
8C. Extra Special/Strong Bitter (English Pale Ale)
Aroma: The best examples have some malt aroma, often (but
not always) with a caramel quality. Mild to moderate fruitiness. Hop aroma can range from moderate to none (UK varieties typically, although US varieties may be used). Generally
no diacetyl, although very low levels are allowed.
Appearance: Medium gold to medium copper. Good to brilliant clarity. Low to moderate white to off-white head. May
have very little head due to low carbonation.
Flavor: Medium to high bitterness. Most have moderately low
to moderately high fruity esters. Moderate to low hop flavor
(earthy, resiny, and/or floral UK varieties typically, although
US varieties may be used). Low to medium maltiness with a
dry finish. Caramel flavors are common but not required. Balance is often decidedly bitter, although the bitterness should
not completely overpower the malt flavor, esters and hop flavor. Generally no diacetyl, although very low levels are allowed.
Mouthfeel: Medium-light to medium body. Carbonation low,
although bottled and canned commercial examples can have
moderate carbonation.
Overall Impression: A flavorful, yet refreshing, session beer.
Some examples can be more malt balanced, but this should
not override the overall bitter impression. Drinkability is a
critical component of the style; emphasis is still on the bittering hop addition as opposed to the aggressive middle and late
hopping seen in American ales.
History: Originally a draught ale served very fresh under no
pressure (gravity or hand pump only) at cellar temperatures
(i.e., “real ale”). Bitter was created as a draught alternative
(i.e., running beer) to country-brewed pale ale around the start
of the 20th century and became widespread once brewers understood how to “Burtonize” their water to successfully brew
pale beers and to use crystal malts to add a fullness and
roundness of palate.
Comments: More evident malt flavor than in an ordinary bitter, this is a stronger, session-strength ale. Some modern variants are brewed exclusively with pale malt and are known as
golden or summer bitters. Most bottled or kegged versions of
UK-produced bitters are higher-alcohol versions of their cask
(draught) products produced specifically for export. The IBU
levels are often not adjusted, so the versions available in the
US often do not directly correspond to their style subcategories in Britain. This style guideline reflects the “real ale” version of the style, not the export formulations of commercial
products.
yeast. Often medium sulfate water is used.
Aroma: Hop aroma moderately-high to moderately-low, and
can use any variety of hops although UK hops are most traditional. Medium to medium-high malt aroma, often with a low
to moderately strong caramel component (although this character will be more subtle in paler versions). Medium-low to
medium-high fruity esters. Generally no diacetyl, although
very low levels are allowed. May have light, secondary notes
of sulfur and/or alcohol in some examples (optional).
Appearance: Golden to deep copper. Good to brilliant clarity.
Low to moderate white to off-white head. A low head is acceptable when carbonation is also low.
Flavor: Medium-high to medium bitterness with supporting
malt flavors evident. Normally has a moderately low to
somewhat strong caramelly malt sweetness. Hop flavor moderate to moderately high (any variety, although earthy, resiny,
and/or floral UK hops are most traditional). Hop bitterness
and flavor should be noticeable, but should not totally dominate malt flavors. May have low levels of secondary malt flavors (e.g., nutty, biscuity) adding complexity. Moderately-low
to high fruity esters. Optionally may have low amounts of
alcohol, and up to a moderate minerally/sulfury flavor.
Medium-dry to dry finish (particularly if sulfate water is
used). Generally no diacetyl, although very low levels are allowed.
Mouthfeel: Medium-light to medium-full body. Low to moderate carbonation, although bottled commercial versions will
be higher. Stronger versions may have a slight alcohol warmth
but this character should not be too high.
Overall Impression: An average-strength to moderatelystrong English ale. The balance may be fairly even between
malt and hops to somewhat bitter. Drinkability is a critical
component of the style; emphasis is still on the bittering hop
addition as opposed to the aggressive middle and late hopping seen in American ales. A rather broad style that allows
for considerable interpretation by the brewer.
History: Strong bitters can be seen as a higher-gravity version
of best bitters (although not necessarily “more premium” since
best bitters are traditionally the brewer’s finest product). Since
beer is sold by strength in the UK, these beers often have some
alcohol flavor (perhaps to let the consumer know they are getting their due). In England today, “ESB” is a brand unique to
Fullers; in America, the name has been co-opted to describe a
malty, bitter, reddish, standard-strength (for the US) Englishtype ale. Hopping can be English or a combination of English
and American.
Comments: More evident malt and hop flavors than in a special or best bitter. Stronger versions may overlap somewhat
with old ales, although strong bitters will tend to be paler and
more bitter. Fuller’s ESB is a unique beer with a very large,
complex malt profile not found in other examples; most strong
bitters are fruitier and hoppier. Judges should not judge all
beers in this style as if they were Fuller’s ESB clones. Some
modern English variants are brewed exclusively with pale
malt and are known as golden or summer bitters. Most bottled
or kegged versions of UK-produced bitters are higher-alcohol
versions of their cask (draught) products produced specifically
for export. The IBU levels are often not adjusted, so the versions available in the US often do not directly correspond to
their style subcategories in Britain. English pale ales are generally considered a premium, export-strength pale, bitter beer
Vital Statistics:
IBUs: 25 – 40
SRM: 5 – 16
OG: 1.040 – 1.048
FG: 1.008 – 1.012
ABV: 3.8 – 4.6%
Commercial Examples: Fuller's London Pride, Coniston Bluebird Bitter, Timothy Taylor Landlord, Adnams SSB, Young’s
Special, Shepherd Neame Masterbrew Bitter, Greene King
Ruddles County Bitter, RCH Pitchfork Rebellious Bitter, Brains
SA, Black Sheep Best Bitter, Goose Island Honkers Ale, Rogue
Younger’s Special Bitter
15
that roughly approximates a strong bitter, although reformulated for bottling (including containing higher carbonation).
yeast. “Burton” versions use medium to high sulfate water.
Vital Statistics:
IBUs: 30 – 50
SRM: 6 – 18
OG: 1.048 – 1.060
FG: 1.010 – 1.016
ABV: 4.6 – 6.2%
Commercial Examples: Fullers ESB, Adnams Broadside,
Shepherd Neame Bishop's Finger, Young’s Ram Rod, Samuel
Smith’s Old Brewery Pale Ale, Bass Ale, Whitbread Pale Ale,
Shepherd Neame Spitfire, Marston’s Pedigree, Black Sheep
Ale, Vintage Henley, Mordue Workie Ticket, Morland Old
Speckled Hen, Greene King Abbot Ale, Bateman's XXXB,
Gale’s Hordean Special Bitter (HSB), Ushers 1824 Particular
Ale, Hopback Summer Lightning, Great Lakes Moondog Ale,
Shipyard Old Thumper, Alaskan ESB, Geary’s Pale Ale,
Cooperstown Old Slugger, Anderson Valley Boont ESB, Avery
14’er ESB, Redhook ESB
All the Scottish Ale sub-categories (9A, 9B, 9C) share the same description. The Scottish ale sub-styles are differentiated mainly on
gravity and alcoholic strength, although stronger versions will necessarily have slightly more intense flavors (and more hop bitterness
to balance the increased malt). Entrants should select the appropriate
category based on original gravity and alcohol level.
9A. Scottish Light 60/Vital Statistics:
IBUs: 10 – 20
SRM: 9 – 17
OG: 1.030 – 1.035
FG: 1.010 – 1.013
ABV: 2.5 – 3.2%
Commercial Examples: Belhaven 60/-, McEwan’s 60/-, Maclay 60/- Light (all are cask-only products not exported to the
US)
9B. Scottish Heavy 70/Vital Statistics:
IBUs: 10 – 25
SRM: 9 – 17
OG: 1.035 – 1.040
FG: 1.010 – 1.015
ABV: 3.2 – 3.9%
Commercial Examples: Caledonian 70/- (Caledonian Amber
Ale in the US), Belhaven 70/-, Orkney Raven Ale, Maclay
70/-, Tennents Special, Broughton Greenmantle Ale
9C. Scottish Export 80/Vital Statistics:
IBUs: 15 – 30 SRM: 9 – 17 OG: 1.040 – 1.054
FG: 1.010 – 1.016
ABV: 3.9 – 5.0%
Commercial Examples: Orkney Dark Island, Caledonian 80/Export Ale, Belhaven 80/- (Belhaven Scottish Ale in the US),
Southampton 80 Shilling, Broughton Exciseman’s 80/-, Belhaven St. Andrews Ale, McEwan's Export (IPA), Inveralmond
Lia Fail, Broughton Merlin’s Ale, Arran Dark
16
Aroma: Low to medium malty sweetness, sometimes accentuated by low to moderate kettle caramelization. Some examples
have a low hop aroma, light fruitiness, low diacetyl, and/or a
low to moderate peaty aroma (all are optional). The peaty
aroma is sometimes perceived as earthy, smoky or very lightly
roasted.
Appearance: Deep amber to dark copper. Usually very clear
due to long, cool fermentations. Low to moderate, creamy offwhite to light tan-colored head.
Flavor: Malt is the primary flavor, but isn’t overly strong. The
initial malty sweetness is usually accentuated by a low to
moderate kettle caramelization, and is sometimes accompanied by a low diacetyl component. Fruity esters may be moderate to none. Hop bitterness is low to moderate, but the balance will always be towards the malt (although not always by
much). Hop flavor is low to none. A low to moderate peaty
character is optional, and may be perceived as earthy or
smoky. Generally has a grainy, dry finish due to small
amounts of unmalted roasted barley.
Mouthfeel: Medium-low to medium body. Low to moderate
carbonation. Sometimes a bit creamy, but often quite dry due
to use of roasted barley.
Overall Impression: Cleanly malty with a drying finish, perhaps a few esters, and on occasion a faint bit of peaty earthiness (smoke). Most beers finish fairly dry considering their
relatively sweet palate, and as such have a different balance
than strong Scotch ales.
History: Traditional Scottish session beers reflecting the indigenous ingredients (water, malt), with less hops than their
English counterparts (due to the need to import them). Long,
cool fermentations are traditionally used in Scottish brewing.
Comments: The malt-hop balance is slightly to moderately
tilted towards the malt side. Any caramelization comes from
kettle caramelization and not caramel malt (and is sometimes
confused with diacetyl). Although unusual, any smoked character is yeast- or water-derived and not from the use of peatsmoked malts. Use of peat-smoked malt to replicate the peaty
character should be restrained; overly smoky beers should be
entered in the Other Smoked Beer category (22B) rather than
here.
Ingredients: Scottish or English pale base malt. Small amounts
of roasted barley add color and flavor, and lend a dry, slightly
roasty finish. English hops. Clean, relatively un-attenuative ale
yeast. Some commercial brewers add small amounts of crystal,
amber, or wheat malts, and adjuncts such as sugar. The optional peaty, earthy and/or smoky character comes from the
traditional yeast and from the local malt and water rather than
using smoked malts.
17
9D. Irish Red Ale
Aroma: Low to moderate malt aroma, generally caramel-like
but occasionally toasty or toffee-like in nature. May have a
light buttery character (although this is not required). Hop
aroma is low to none (usually not present). Quite clean.
Appearance: Amber to deep reddish copper color (most examples have a deep reddish hue). Clear. Low off-white to tan
colored head.
Flavor: Moderate caramel malt flavor and sweetness, occasionally with a buttered toast or toffee-like quality. Finishes
with a light taste of roasted grain, which lends a characteristic
dryness to the finish. Generally no flavor hops, although some
examples may have a light English hop flavor. Medium-low
hop bitterness, although light use of roasted grains may increase the perception of bitterness to the medium range.
Medium-dry to dry finish. Clean and smooth (lager versions
can be very smooth). No esters.
Mouthfeel: Medium-light to medium body, although examples containing low levels of diacetyl may have a slightly slick
mouthfeel. Moderate carbonation. Smooth. Moderately attenuated (more so than Scottish ales). May have a slight alcohol warmth in stronger versions.
Overall Impression: An easy-drinking pint. Malt-focused
with an initial sweetness and a roasted dryness in the finish.
Comments: Sometimes brewed as a lager (if so, generally will
not exhibit a diacetyl character). When served too cold, the
roasted character and bitterness may seem more elevated.
Ingredients: May contain some adjuncts (corn, rice, or sugar),
although excessive adjunct use will harm the character of the
beer. Generally has a bit of roasted barley to provide reddish
color and dry roasted finish. UK/Irish malts, hops, yeast.
Vital Statistics:
OG: 1.044 – 1.060
IBUs: 17 – 28
FG: 1.010 – 1.014
SRM: 9 – 18
ABV: 4.0 – 6.0%
Commercial Examples: Three Floyds Brian Boru Old Irish Ale,
Great Lakes Conway’s Irish Ale (a bit strong at 6.5%), Kilkenny Irish Beer, O’Hara’s Irish Red Ale, Smithwick’s Irish
Ale, Beamish Red Ale, Caffrey’s Irish Ale, Goose Island Kilgubbin Red Ale, Murphy’s Irish Red (lager), Boulevard Irish
Ale, Harpoon Hibernian Ale
9E. Strong Scotch Ale
10. AMERICAN ALE
Aroma: Deeply malty, with caramel often apparent. Peaty,
earthy and/or smoky secondary aromas may also be present,
adding complexity. Caramelization often is mistaken for diacetyl, which should be low to none. Low to moderate esters and
alcohol are often present in stronger versions. Hops are very
low to none.
Appearance: Light copper to dark brown color, often with
deep ruby highlights. Clear. Usually has a large tan head,
which may not persist in stronger versions. Legs may be evident in stronger versions.
Flavor: Richly malty with kettle caramelization often apparent
(particularly in stronger versions). Hints of roasted malt or
smoky flavor may be present, as may some nutty character, all
of which may last into the finish. Hop flavors and bitterness
are low to medium-low, so malt impression should dominate.
Diacetyl is low to none, although caramelization may sometimes be mistaken for it. Low to moderate esters and alcohol
are usually present. Esters may suggest plums, raisins or dried
fruit. The palate is usually full and sweet, but the finish may
be sweet to medium-dry (from light use of roasted barley).
Mouthfeel: Medium-full to full-bodied, with some versions
(but not all) having a thick, chewy viscosity. A smooth, alcoholic warmth is usually present and is quite welcome since it
balances the malty sweetness. Moderate carbonation.
Overall Impression: Rich, malty and usually sweet, which can
be suggestive of a dessert. Complex secondary malt flavors
prevent a one-dimensional impression. Strength and maltiness
can vary.
History/Comments: Also known as a “wee heavy.” Fermented
at cooler temperatures than most ales, and with lower hopping rates, resulting in clean, intense malt flavors. Well suited
to the region of origin, with abundant malt and cool fermentation and aging temperature. Hops, which are not native to
Scotland and formerly expensive to import, were kept to a
minimum.
Ingredients: Well-modified pale malt, with up to 3% roasted
barley. May use some crystal malt for color adjustment;
sweetness usually comes not from crystal malts rather from
low hopping, high mash temperatures, and kettle caramelization. A small proportion of smoked malt may add depth,
though a peaty character (sometimes perceived as earthy or
smoky) may also originate from the yeast and native water.
Hop presence is minimal, although English varieties are most
authentic. Fairly soft water is typical.
Vital Statistics:
IBUs: 17 – 35
SRM: 14 – 25
OG: 1.070 – 1.130
FG: 1.018 – 1.056
ABV: 6.5 – 10%
Commercial Examples: Traquair House Ale, Belhaven Wee
Heavy, McEwan's Scotch Ale, Founders Dirty Bastard, MacAndrew's Scotch Ale, AleSmith Wee Heavy, Orkney Skull
Splitter, Inveralmond Black Friar, Broughton Old Jock, Gordon
Highland Scotch Ale, Dragonmead Under the Kilt
10A. American Pale Ale
Aroma: Usually moderate to strong hop aroma from dry hopping or late kettle additions of American hop varieties. A citrusy hop character is very common, but not required. Low to
moderate maltiness supports the hop presentation, and may
optionally show small amounts of specialty malt character
(bready, toasty, biscuity). Fruity esters vary from moderate to
none. No diacetyl. Dry hopping (if used) may add grassy
notes, although this character should not be excessive.
Appearance: Pale golden to deep amber. Moderately large
white to off-white head with good retention. Generally quite
clear, although dry-hopped versions may be slightly hazy.
Flavor: Usually a moderate to high hop flavor, often showing
a citrusy American hop character (although other hop varieties may be used). Low to moderately high clean malt character supports the hop presentation, and may optionally show
small amounts of specialty malt character (bready, toasty, biscuity). The balance is typically towards the late hops and bitterness, but the malt presence can be substantial. Caramel flavors are usually restrained or absent. Fruity esters can be
moderate to none. Moderate to high hop bitterness with a medium to dry finish. Hop flavor and bitterness often lingers into
the finish. No diacetyl. Dry hopping (if used) may add grassy
notes, although this character should not be excessive.
Mouthfeel: Medium-light to medium body. Carbonation
moderate to high. Overall smooth finish without astringency
often associated with high hopping rates.
Overall Impression: Refreshing and hoppy, yet with sufficient
supporting malt.
History: An American adaptation of English pale ale, reflecting indigenous ingredients (hops, malt, yeast, and water). Often lighter in color, cleaner in fermentation by-products, and
having less caramel flavors than English counterparts.
Comments: There is some overlap in color between American
pale ale and American amber ale. The American pale ale will
generally be cleaner, have a less caramelly malt profile, less
body, and often more finishing hops.
Ingredients: Pale ale malt, typically American two-row.
American hops, often but not always ones with a citrusy character. American ale yeast. Water can vary in sulfate content,
but carbonate content should be relatively low. Specialty
grains may add character and complexity, but generally make
up a relatively small portion of the grist. Grains that add malt
flavor and richness, light sweetness, and toasty or bready
notes are often used (along with late hops) to differentiate
brands.
Vital Statistics:
IBUs: 30 – 45
SRM: 5 – 14
OG: 1.045 – 1.060
FG: 1.010 – 1.015
ABV: 4.5 – 6.2%
Commercial Examples: Sierra Nevada Pale Ale, Stone Pale
Ale, Great Lakes Burning River Pale Ale, Bear Republic XP
Pale Ale, Anderson Valley Poleeko Gold Pale Ale, Deschutes
Mirror Pond, Full Sail Pale Ale, Three Floyds X-Tra Pale Ale,
Firestone Pale Ale, Left Hand Brewing Jackman’s Pale Ale
18
10B. American Amber Ale
10C. American Brown Ale
Aroma: Low to moderate hop aroma from dry hopping or late
kettle additions of American hop varieties. A citrusy hop character is common, but not required. Moderately low to moderately high maltiness balances and sometimes masks the hop
presentation, and usually shows a moderate caramel character.
Esters vary from moderate to none. No diacetyl.
Appearance: Amber to coppery brown in color. Moderately
large off-white head with good retention. Generally quite
clear, although dry-hopped versions may be slightly hazy.
Flavor: Moderate to high hop flavor from American hop varieties, which often but not always has a citrusy quality. Malt
flavors are moderate to strong, and usually show an initial
malty sweetness followed by a moderate caramel flavor (and
sometimes other character malts in lesser amounts). Malt and
hop bitterness are usually balanced and mutually supportive.
Fruity esters can be moderate to none. Caramel sweetness and
hop flavor/bitterness can linger somewhat into the medium to
full finish. No diacetyl.
Mouthfeel: Medium to medium-full body. Carbonation moderate to high. Overall smooth finish without astringency often
associated with high hopping rates. Stronger versions may
have a slight alcohol warmth.
Overall Impression: Like an American pale ale with more
body, more caramel richness, and a balance more towards malt
than hops (although hop rates can be significant).
History: Known simply as Red Ales in some regions, these
beers were popularized in the hop-loving Northern California
and the Pacific Northwest areas before spreading nationwide.
Comments: Can overlap in color with American pale ales.
However, American amber ales differ from American pale ales
not only by being usually darker in color, but also by having
more caramel flavor, more body, and usually being balanced
more evenly between malt and bitterness. Should not have a
strong chocolate or roast character that might suggest an
American brown ale (although small amounts are OK).
Ingredients: Pale ale malt, typically American two-row. Medium to dark crystal malts. May also contain specialty grains
which add additional character and uniqueness. American
hops, often with citrusy flavors, are common but others may
also be used. Water can vary in sulfate and carbonate content.
Aroma: Malty, sweet and rich, which often has a chocolate,
caramel, nutty and/or toasty quality. Hop aroma is typically
low to moderate. Some interpretations of the style may feature
a stronger hop aroma, a citrusy American hop character, and/
or a fresh dry-hopped aroma (all are optional). Fruity esters
are moderate to very low. The dark malt character is more
robust than other brown ales, yet stops short of being overly
porter-like. The malt and hops are generally balanced. Moderately low to no diacetyl.
Appearance: Light to very dark brown color. Clear. Low to
moderate off-white to light tan head.
Flavor: Medium to high malty flavor (often with caramel,
toasty and/or chocolate flavors), with medium to mediumhigh bitterness. The medium to medium-dry finish provides
an aftertaste having both malt and hops. Hop flavor can be
light to moderate, and may optionally have a citrusy character.
Very low to moderate fruity esters. Moderately low to no diacetyl.
Mouthfeel: Medium to medium-full body. More bitter versions may have a dry, resiny impression. Moderate to moderately high carbonation. Stronger versions may have some alcohol warmth in the finish.
Overall Impression: Can be considered a bigger, maltier, hoppier interpretation of Northern English brown ale or a hoppier,
less malty Brown Porter, often including the citrus-accented
hop presence that is characteristic of American hop varieties.
History/Comments: A strongly flavored, hoppy brown beer,
originated by American home brewers. Related to American
Pale and American Amber Ales, although with more of a
caramel and chocolate character, which tends to balance the
hop bitterness and finish. Most commercial American Browns
are not as aggressive as the original homebrewed versions,
and some modern craft brewed examples. IPA-strength brown
ales should be entered in the Specialty Beer category (23).
Ingredients: Well-modified pale malt, either American or Continental, plus crystal and darker malts should complete the
malt bill. American hops are typical, but UK or noble hops can
also be used. Moderate carbonate water would appropriately
balance the dark malt acidity.
Vital Statistics:
IBUs: 25 – 40
SRM: 10 – 17
OG: 1.045 – 1.060
FG: 1.010 – 1.015
ABV: 4.5 – 6.2%
Commercial Examples: North Coast Red Seal Ale, Tröegs
HopBack Amber Ale, Deschutes Cinder Cone Red, Pyramid
Broken Rake, St. Rogue Red Ale, Anderson Valley Boont Amber Ale, Lagunitas Censored Ale, Avery Redpoint Ale,
McNeill’s Firehouse Amber Ale, Mendocino Red Tail Ale,
Bell's Amber
19
Vital Statistics:
IBUs: 20 – 40
SRM: 18 – 35
OG: 1.045 – 1.060
FG: 1.010 – 1.016
ABV: 4.3 – 6.2%
Commercial Examples: Bell’s Best Brown, Smuttynose Old
Brown Dog Ale, Big Sky Moose Drool Brown Ale, North Coast
Acme Brown, Brooklyn Brown Ale, Lost Coast Downtown
Brown, Left Hand Deep Cover Brown Ale
11B. Southern English Brown
11A. Mild
Aroma: Low to moderate malt aroma, and may have some
fruitiness. The malt expression can take on a wide range of
character, which can include caramelly, grainy, toasted, nutty,
chocolate, or lightly roasted. Little to no hop aroma. Very low
to no diacetyl.
Appearance: Copper to dark brown or mahogany color. A few
paler examples (medium amber to light brown) exist. Generally clear, although is traditionally unfiltered. Low to moderate off-white to tan head. Retention may be poor due to low
carbonation, adjunct use and low gravity.
Flavor: Generally a malty beer, although may have a very
wide range of malt- and yeast-based flavors (e.g., malty, sweet,
caramel, toffee, toast, nutty, chocolate, coffee, roast, vinous,
fruit, licorice, molasses, plum, raisin). Can finish sweet or dry.
Versions with darker malts may have a dry, roasted finish.
Low to moderate bitterness, enough to provide some balance
but not enough to overpower the malt. Fruity esters moderate
to none. Diacetyl and hop flavor low to none.
Mouthfeel: Light to medium body. Generally low to mediumlow carbonation. Roast-based versions may have a light astringency. Sweeter versions may seem to have a rather full
mouthfeel for the gravity.
Overall Impression: A light-flavored, malt-accented beer that
is readily suited to drinking in quantity. Refreshing, yet flavorful. Some versions may seem like lower gravity brown porters.
History: May have evolved as one of the elements of early
porters. In modern terms, the name “mild” refers to the relative lack of hop bitterness (i.e., less hoppy than a pale ale, and
not so strong). Originally, the “mildness” may have referred to
the fact that this beer was young and did not yet have the
moderate sourness that aged batches had. Somewhat rare in
England, good versions may still be found in the Midlands
around Birmingham.
Comments: Most are low-gravity session beers in the range
3.1-3.8%, although some versions may be made in the stronger
(4%+) range for export, festivals, seasonal and/or special occasions. Generally served on cask; session-strength bottled
versions don’t often travel well. A wide range of interpretations are possible.
Ingredients: Pale English base malts (often fairly dextrinous),
crystal and darker malts should comprise the grist. May use
sugar adjuncts. English hop varieties would be most suitable,
though their character is muted. Characterful English ale
yeast.
Vital Statistics:
IBUs: 10 – 25
SRM: 12 – 25
Aroma: Malty-sweet, often with a rich, caramel or toffee-like
character. Moderately fruity, often with notes of dark fruits
such as plums and/or raisins. Very low to no hop aroma. No
diacetyl.
Appearance: Light to dark brown, and can be almost black.
Nearly opaque, although should be relatively clear if visible.
Low to moderate off-white to tan head.
Flavor: Deep, caramel- or toffee-like malty sweetness on the
palate and lasting into the finish. Hints of biscuit and coffee
are common. May have a moderate dark fruit complexity. Low
hop bitterness. Hop flavor is low to non-existent. Little or no
perceivable roasty or bitter black malt flavor. Moderately
sweet finish with a smooth, malty aftertaste. Low to no diacetyl.
Mouthfeel: Medium body, but the residual sweetness may
give a heavier impression. Low to moderately low carbonation. Quite creamy and smooth in texture, particularly for its
gravity.
Overall Impression: A luscious, malt-oriented brown ale, with
a caramel, dark fruit complexity of malt flavor. May seem
somewhat like a smaller version of a sweet stout or a sweet
version of a dark mild.
History: English brown ales are generally split into sub-styles
along geographic lines. Southern English (or “London-style”)
brown ales are darker, sweeter, and lower gravity than their
Northern cousins. Developed as a bottled product in the early
20th century out of a reaction against vinous vatted porter and
often unpalatable mild. Well suited to London’s water supply.
Comments: Increasingly rare; Mann’s has over 90% market
share in Britain. Some consider it a bottled version of dark
mild, but this style is sweeter than virtually all modern examples of mild.
Ingredients: English pale ale malt as a base with a healthy
proportion of darker caramel malts and often some roasted
(black) malt and wheat malt. Moderate to high carbonate water would appropriately balance the dark malt acidity. English
hop varieties are most authentic, though with low flavor and
bitterness almost any type could be used.
Vital Statistics:
IBUs: 12 – 20
SRM: 19 – 35
OG: 1.033 – 1.042
FG: 1.011 – 1.014
ABV: 2.8 – 4.1%
Commercial Examples: Mann's Brown Ale (bottled, but not
available in the US), Harvey’s Nut Brown Ale, Woodeforde’s
Norfolk Nog
OG: 1.030 – 1.038
FG: 1.008 – 1.013
ABV: 2.8 – 4.5%
Commercial Examples: Moorhouse Black Cat, Gale’s Festival
Mild, Theakston Traditional Mild, Highgate Mild, Sainsbury
Mild, Brain’s Dark, Banks's Mild, Coach House Gunpowder
Strong Mild, Woodforde’s Mardler’s Mild, Greene King XX
Mild, Motor City Brewing Ghettoblaster
20
11C. Northern English Brown Ale
Aroma: Light, sweet malt aroma with toffee, nutty and/or
caramel notes. A light but appealing fresh hop aroma (UK
varieties) may also be noticed. A light fruity ester aroma may
be evident in these beers, but should not dominate. Very low
to no diacetyl.
Appearance: Dark amber to reddish-brown color. Clear. Low
to moderate off-white to light tan head.
Flavor: Gentle to moderate malt sweetness, with a nutty,
lightly caramelly character and a medium-dry to dry finish.
Malt may also have a toasted, biscuity, or toffee-like character.
Medium to medium-low bitterness. Malt-hop balance is nearly
even, with hop flavor low to none (UK varieties). Some fruity
esters can be present; low diacetyl (especially butterscotch) is
optional but acceptable.
Mouthfeel: Medium-light to medium body. Medium to
medium-high carbonation.
Overall Impression: Drier and more hop-oriented that southern English brown ale, with a nutty character rather than
caramel.
History/Comments: English brown ales are generally split
into sub-styles along geographic lines.
Ingredients: English mild ale or pale ale malt base with caramel malts. May also have small amounts darker malts (e.g.,
chocolate) to provide color and the nutty character. English
hop varieties are most authentic. Moderate carbonate water.
Vital Statistics:
IBUs: 20 – 30
SRM: 12 – 22
OG: 1.040 – 1.052
FG: 1.008 – 1.013
ABV: 4.2 – 5.4%
Commercial Examples: Newcastle Brown Ale, Samuel Smith’s
Nut Brown Ale, Riggwelter Yorkshire Ale, Wychwood Hobgoblin, Tröegs Rugged Trail Ale, Alesmith Nautical Nut Brown
Ale, Avery Ellie’s Brown Ale, Goose Island Nut Brown Ale,
Samuel Adams Brown Ale
12. PORTER
12A. Brown Porter
Aroma: Malt aroma with mild roastiness should be evident,
and may have a chocolaty quality. May also show some nonroasted malt character in support (caramelly, grainy, bready,
nutty, toffee-like and/or sweet). English hop aroma moderate
to none. Fruity esters moderate to none. Diacetyl low to none.
Appearance: Light brown to dark brown in color, often with
ruby highlights when held up to light. Good clarity, although
may approach being opaque. Moderate off-white to light tan
head with good to fair retention.
Flavor: Malt flavor includes a mild to moderate roastiness
(frequently with a chocolate character) and often a significant
caramel, nutty, and/or toffee character. May have other secondary flavors such as coffee, licorice, biscuits or toast in support. Should not have a significant black malt character (acrid,
burnt, or harsh roasted flavors), although small amounts may
contribute a bitter chocolate complexity. English hop flavor
moderate to none. Medium-low to medium hop bitterness will
vary the balance from slightly malty to slightly bitter. Usually
fairly well attenuated, although somewhat sweet versions
exist. Diacetyl should be moderately low to none. Moderate to
low fruity esters.
Mouthfeel: Medium-light to medium body. Moderately low to
moderately high carbonation.
Overall Impression: A fairly substantial English dark ale with
restrained roasty characteristics.
History: Originating in England, porter evolved from a blend
of beers or gyles known as “Entire.” A precursor to stout. Said
to have been favored by porters and other physical laborers.
Comments: Differs from a robust porter in that it usually has
softer, sweeter and more caramelly flavors, lower gravities,
and usually less alcohol. More substance and roast than a
brown ale. Higher in gravity than a dark mild. Some versions
are fermented with lager yeast. Balance tends toward malt
more than hops. Usually has an “English” character. Historical
versions with Brettanomyces, sourness, or smokiness should
be entered in the Specialty Beer category (23).
Ingredients: English ingredients are most common. May contain several malts, including chocolate and/or other dark
roasted malts and caramel-type malts. Historical versions
would use a significant amount of brown malt. Usually does
not contain large amounts of black patent malt or roasted barley. English hops are most common, but are usually subdued.
London or Dublin-type water (moderate carbonate hardness)
is traditional. English or Irish ale yeast, or occasionally lager
yeast, is used. May contain a moderate amount of adjuncts
(sugars, maize, molasses, treacle, etc.).
Vital Statistics:
IBUs: 18 – 35
SRM: 20 – 30
OG: 1.040 – 1.052
FG: 1.008 – 1.014
ABV: 4 – 5.4%
Commercial Examples: Fuller's London Porter, Samuel Smith
Taddy Porter, Burton Bridge Burton Porter, RCH Old Slug
Porter, Nethergate Old Growler Porter, Hambleton Nightmare
Porter, Harvey’s Tom Paine Original Old Porter, Salopian Entire Butt English Porter, St. Peters Old-Style Porter, Shepherd
Neame Original Porter, Flag Porter, Wasatch Polygamy Porter
21
12B. Robust Porter
12C. Baltic Porter
Aroma: Roasty aroma (often with a lightly burnt, black malt
character) should be noticeable and may be moderately
strong. Optionally may also show some additional malt character in support (grainy, bready, toffee-like, caramelly, chocolate, coffee, rich, and/or sweet). Hop aroma low to high (US or
UK varieties). Some American versions may be dry-hopped.
Fruity esters are moderate to none. Diacetyl low to none.
Appearance: Medium brown to very dark brown, often with
ruby- or garnet-like highlights. Can approach black in color.
Clarity may be difficult to discern in such a dark beer, but
when not opaque will be clear (particularly when held up to
the light). Full, tan-colored head with moderately good head
retention.
Flavor: Moderately strong malt flavor usually features a
lightly burnt, black malt character (and sometimes chocolate
and/or coffee flavors) with a bit of roasty dryness in the finish.
Overall flavor may finish from dry to medium-sweet, depending on grist composition, hop bittering level, and attenuation.
May have a sharp character from dark roasted grains, although should not be overly acrid, burnt or harsh. Medium to
high bitterness, which can be accentuated by the roasted malt.
Hop flavor can vary from low to moderately high (US or UK
varieties, typically), and balances the roasted malt flavors.
Diacetyl low to none. Fruity esters moderate to none.
Mouthfeel: Medium to medium-full body. Moderately low to
moderately high carbonation. Stronger versions may have a
slight alcohol warmth. May have a slight astringency from
roasted grains, although this character should not be strong.
Overall Impression: A substantial, malty dark ale with a
complex and flavorful roasty character.
History: Stronger, hoppier and/or roastier version of porter
designed as either a historical throwback or an American interpretation of the style. Traditional versions will have a more
subtle hop character (often English), while modern versions
may be considerably more aggressive. Both types are equally
valid.
Comments: Although a rather broad style open to brewer interpretation, it may be distinguished from Stout as lacking a
strong roasted barley character. It differs from a brown porter
in that a black patent or roasted grain character is usually present, and it can be stronger in alcohol. Roast intensity and malt
flavors can also vary significantly. May or may not have a
strong hop character, and may or may not have significant
fermentation by-products; thus may seem to have an “American” or “English” character.
Ingredients: May contain several malts, prominently dark
roasted malts and grains, which often include black patent
malt (chocolate malt and/or roasted barley may also be used
in some versions). Hops are used for bittering, flavor and/or
aroma, and are frequently UK or US varieties. Water with
moderate to high carbonate hardness is typical. Ale yeast can
either be clean US versions or characterful English varieties.
Aroma: Rich malty sweetness often containing caramel, toffee,
nutty to deep toast, and/or licorice notes. Complex alcohol
and ester profile of moderate strength, and reminiscent of
plums, prunes, raisins, cherries or currants, occasionally with
a vinous Port-like quality. Some darker malt character that is
deep chocolate, coffee or molasses but never burnt. No hops.
No sourness. Very smooth.
Appearance: Dark reddish copper to opaque dark brown (not
black). Thick, persistent tan-colored head. Clear, although
darker versions can be opaque.
Flavor: As with aroma, has a rich malty sweetness with a
complex blend of deep malt, dried fruit esters, and alcohol.
Has a prominent yet smooth schwarzbier-like roasted flavor
that stops short of burnt. Mouth-filling and very smooth.
Clean lager character; no diacetyl. Starts sweet but darker malt
flavors quickly dominates and persists through finish. Just a
touch dry with a hint of roast coffee or licorice in the finish.
Malt can have a caramel, toffee, nutty, molasses and/or licorice complexity. Light hints of black currant and dark fruits.
Medium-low to medium bitterness from malt and hops, just to
provide balance. Hop flavor from slightly spicy hops (Lublin
or Saaz types) ranges from none to medium-low.
Mouthfeel: Generally quite full-bodied and smooth, with a
well-aged alcohol warmth (although the rarer lower gravity
Carnegie-style versions will have a medium body and less
warmth). Medium to medium-high carbonation, making it
seem even more mouth-filling. Not heavy on the tongue due
to carbonation level. Most versions are in the 7-8.5% ABV
range.
Overall Impression: A Baltic Porter often has the malt flavors
reminiscent of an English brown porter and the restrained
roast of a schwarzbier, but with a higher OG and alcohol content than either. Very complex, with multi-layered flavors.
History: Traditional beer from countries bordering the Baltic
Sea. Derived from English porters but influenced by Russian
Imperial Stouts.
Comments: May also be described as an Imperial Porter, although heavily roasted or hopped versions should be entered
as either Imperial Stouts (13F) or Specialty Beers (23).
Ingredients: Generally lager yeast (cold fermented if using ale
yeast). Debittered chocolate or black malt. Munich or Vienna
base malt. Continental hops. May contain crystal malts and/or
adjuncts. Brown or amber malt common in historical recipes.
Vital Statistics:
OG: 1.048 – 1.065
IBUs: 25 – 50
FG: 1.012 – 1.016
SRM: 22 – 35
ABV: 4.8 – 6.5%
Commercial Examples: Great Lakes Edmund Fitzgerald Porter, Meantime London Porter, Anchor Porter, Smuttynose Robust Porter, Sierra Nevada Porter, Deschutes Black Butte Porter, Boulevard Bully! Porter, Rogue Mocha Porter, Avery New
World Porter, Bell’s Porter, Great Divide Saint Bridget’s Porter
Vital Statistics:
IBUs: 20 – 40
SRM: 17 – 30
OG: 1.060 – 1.090
FG: 1.016 – 1.024
ABV: 5.5 – 9.5%
Commercial Examples: Sinebrychoff Porter (Finland), Okocim
Porter (Poland), Zywiec Porter (Poland), Baltika #6 Porter
(Russia), Carnegie Stark Porter (Sweden), Aldaris Porteris
(Latvia), Utenos Porter (Lithuania), Stepan Razin Porter (Russia), Nøgne ø porter (Norway), Neuzeller Kloster-Bräu Neuzeller Porter (Germany), Southampton Imperial Baltic Porter
22
13B. Sweet Stout
13. STOUT
13A. Dry Stout
Aroma: Coffee-like roasted barley and roasted malt aromas are
prominent; may have slight chocolate, cocoa and/or grainy
secondary notes. Esters medium-low to none. No diacetyl.
Hop aroma low to none.
Appearance: Jet black to deep brown with garnet highlights in
color. Can be opaque (if not, it should be clear). A thick,
creamy, long-lasting, tan- to brown-colored head is characteristic.
Flavor: Moderate roasted, grainy sharpness, optionally with
light to moderate acidic sourness, and medium to high hop
bitterness. Dry, coffee-like finish from roasted grains. May
have a bittersweet or unsweetened chocolate character in the
palate, lasting into the finish. Balancing factors may include
some creaminess, medium-low to no fruitiness, and medium
to no hop flavor. No diacetyl.
Mouthfeel: Medium-light to medium-full body, with a creamy
character. Low to moderate carbonation. For the high hop bitterness and significant proportion of dark grains present, this
beer is remarkably smooth. The perception of body can be
affected by the overall gravity with smaller beers being lighter
in body. May have a light astringency from the roasted grains,
although harshness is undesirable.
Overall Impression: A very dark, roasty, bitter, creamy ale.
History: The style evolved from attempts to capitalize on the
success of London porters, but originally reflected a fuller,
creamier, more “stout” body and strength. When a brewery
offered a stout and a porter, the stout was always the stronger
beer (it was originally called a “Stout Porter”). Modern versions are brewed from a lower OG and no longer reflect a
higher strength than porters.
Comments: This is the draught version of what is otherwise
known as Irish stout or Irish dry stout. Bottled versions are
typically brewed from a significantly higher OG and may be
designated as foreign extra stouts (if sufficiently strong). While
most commercial versions rely primarily on roasted barley as
the dark grain, others use chocolate malt, black malt or combinations of the three. The level of bitterness is somewhat
variable, as is the roasted character and the dryness of the finish; allow for interpretation by brewers.
Ingredients: The dryness comes from the use of roasted unmalted barley in addition to pale malt, moderate to high hop
bitterness, and good attenuation. Flaked unmalted barley may
also be used to add creaminess. A small percentage (perhaps
3%) of soured beer is sometimes added for complexity (generally by Guinness only). Water typically has moderate carbonate hardness, although high levels will not give the classic dry
finish.
Vital Statistics:
IBUs: 30 – 45
SRM: 25 – 40
Aroma: Mild roasted grain aroma, sometimes with coffee
and/or chocolate notes. An impression of cream-like sweetness often exists. Fruitiness can be low to moderately high.
Diacetyl low to none. Hop aroma low to none.
Appearance: Very dark brown to black in color. Can be
opaque (if not, it should be clear). Creamy tan to brown head.
Flavor: Dark roasted grains and malts dominate the flavor as
in dry stout, and provide coffee and/or chocolate flavors. Hop
bitterness is moderate (lower than in dry stout). Medium to
high sweetness (often from the addition of lactose) provides a
counterpoint to the roasted character and hop bitterness, and
lasts into the finish. Low to moderate fruity esters. Diacetyl
low to none. The balance between dark grains/malts and
sweetness can vary, from quite sweet to moderately dry and
somewhat roasty.
Mouthfeel: Medium-full to full-bodied and creamy. Low to
moderate carbonation. High residual sweetness from unfermented sugars enhances the full-tasting mouthfeel.
Overall Impression: A very dark, sweet, full-bodied, slightly
roasty ale. Often tastes like sweetened espresso.
History: An English style of stout. Historically known as
“Milk” or “Cream” stouts, legally this designation is no longer
permitted in England (but is acceptable elsewhere). The
“milk” name is derived from the use of lactose, or milk sugar,
as a sweetener.
Comments: Gravities are low in England, higher in exported
and US products. Variations exist, with the level of residual
sweetness, the intensity of the roast character, and the balance
between the two being the variables most subject to interpretation.
Ingredients: The sweetness in most Sweet Stouts comes from
a lower bitterness level than dry stouts and a high percentage
of unfermentable dextrins. Lactose, an unfermentable sugar, is
frequently added to provide additional residual sweetness.
Base of pale malt, and may use roasted barley, black malt,
chocolate malt, crystal malt, and adjuncts such as maize or
treacle. High carbonate water is common.
Vital Statistics:
IBUs: 20 – 40
SRM: 30 – 40
Commercial Examples: Mackeson's XXX Stout, Watney's
Cream Stout, Farson’s Lacto Stout, St. Peter’s Cream Stout,
Marston’s Oyster Stout, Sheaf Stout, Hitachino Nest Sweet
Stout (Lacto), Samuel Adams Cream Stout, Left Hand Milk
Stout, Widmer Snowplow Milk Stout
OG: 1.036 – 1.050
FG: 1.007 – 1.011
ABV: 4 – 5%
Commercial Examples: Guinness Draught Stout (also
canned), Murphy's Stout, Beamish Stout, O’Hara’s Celtic
Stout, Russian River O.V.L. Stout, Three Floyd’s Black Sun
Stout, Dorothy Goodbody’s Wholesome Stout, Orkney
Dragonhead Stout, Old Dominion Stout, Goose Island Dublin
Stout, Brooklyn Dry Stout
23
OG: 1.044 – 1.060
FG: 1.012 – 1.024
ABV: 4 – 6%
13C. Oatmeal Stout
13D. Foreign Extra Stout
Aroma: Mild roasted grain aromas, often with a coffee-like
character. A light sweetness can imply a coffee-and-cream impression. Fruitiness should be low to medium. Diacetyl
medium-low to none. Hop aroma low to none (UK varieties
most common). A light oatmeal aroma is optional.
Appearance: Medium brown to black in color. Thick, creamy,
persistent tan- to brown-colored head. Can be opaque (if not,
it should be clear).
Flavor: Medium sweet to medium dry palate, with the complexity of oats and dark roasted grains present. Oats can add a
nutty, grainy or earthy flavor. Dark grains can combine with
malt sweetness to give the impression of milk chocolate or
coffee with cream. Medium hop bitterness with the balance
toward malt. Diacetyl medium-low to none. Hop flavor
medium-low to none.
Mouthfeel: Medium-full to full body, smooth, silky, sometimes an almost oily slickness from the oatmeal. Creamy. Medium to medium-high carbonation.
Overall Impression: A very dark, full-bodied, roasty, malty ale
with a complementary oatmeal flavor.
History: An English seasonal variant of sweet stout that is
usually less sweet than the original, and relies on oatmeal for
body and complexity rather than lactose for body and sweetness.
Comments: Generally between sweet and dry stouts in sweetness. Variations exist, from fairly sweet to quite dry. The level
of bitterness also varies, as does the oatmeal impression. Light
use of oatmeal may give a certain silkiness of body and richness of flavor, while heavy use of oatmeal can be fairly intense
in flavor with an almost oily mouthfeel. When judging, allow
for differences in interpretation.
Ingredients: Pale, caramel and dark roasted malts and grains.
Oatmeal (5-10%+) used to enhance fullness of body and complexity of flavor. Hops primarily for bittering. Ale yeast. Water
source should have some carbonate hardness.
Aroma: Roasted grain aromas moderate to high, and can have
coffee, chocolate and/or lightly burnt notes. Fruitiness medium to high. Some versions may have a sweet aroma, or molasses, licorice, dried fruit, and/or vinous aromatics. Stronger
versions can have the aroma of alcohol (never sharp, hot, or
solventy). Hop aroma low to none. Diacetyl low to none.
Appearance: Very deep brown to black in color. Clarity usually obscured by deep color (if not opaque, should be clear).
Large tan to brown head with good retention.
Flavor: Tropical versions can be quite sweet without much
roast or bitterness, while export versions can be moderately
dry (reflecting impression of a scaled-up version of either
sweet stout or dry stout). Roasted grain and malt character can
be moderate to high, although sharpness of dry stout will not
be present in any example. Tropical versions can have high
fruity esters, smooth dark grain flavors, and restrained bitterness; they often have a sweet, rum-like quality. Export versions tend to have lower esters, more assertive roast flavors,
and higher bitterness. The roasted flavors of either version
may taste of coffee, chocolate, or lightly burnt grain. Little to
no hop flavor. Very low to no diacetyl.
Mouthfeel: Medium-full to full body, often with a smooth,
creamy character. May give a warming (but never hot) impression from alcohol presence. Moderate to moderately-high carbonation.
Overall Impression: A very dark, moderately strong, roasty
ale. Tropical varieties can be quite sweet, while export versions
can be drier and fairly robust.
History: Originally high-gravity stouts brewed for tropical
markets (and hence, sometimes known as “Tropical Stouts”).
Some bottled export (i.e., stronger) versions of dry or sweet
stout also fit this profile. Guinness Foreign Extra Stout has
been made since the early 1800s.
Comments: A rather broad class of stouts, these can be either
fruity and sweet, dry and bitter, or even tinged with Brettanomyces (e.g., Guinness Foreign Extra Stout; this type of
beer is best entered as a Specialty Beer – Category 23). Think
of the style as either a scaled-up dry and/or sweet stout, or a
scaled-down Imperial stout without the late hops. Highly bitter and hoppy versions are best entered as American-style
Stouts (13E).
Ingredients: Similar to dry or sweet stout, but with more gravity. Pale and dark roasted malts and grains. Hops mostly for
bitterness. May use adjuncts and sugar to boost gravity. Ale
yeast (although some tropical stouts are brewed with lager
yeast).
Vital Statistics:
IBUs: 25 – 40
SRM: 22 – 40
OG: 1.048 – 1.065
FG: 1.010 – 1.018
ABV: 4.2 – 5.9%
Commercial Examples: Samuel Smith Oatmeal Stout, Young's
Oatmeal Stout, McAuslan Oatmeal Stout, Maclay’s Oat Malt
Stout, Broughton Kinmount Willie Oatmeal Stout, Anderson
Valley Barney Flats Oatmeal Stout, Tröegs Oatmeal Stout, New
Holland The Poet, Goose Island Oatmeal Stout, Wolaver’s
Oatmeal Stout
Vital Statistics:
IBUs: 30 – 70
SRM: 30 – 40
OG: 1.056 – 1.075
FG: 1.010 – 1.018
ABV: 5.5 – 8%
Commercial Examples: Tropical-Type: Lion Stout (Sri Lanka),
Dragon Stout (Jamaica), ABC Stout (Singapore), Royal Extra
“The Lion Stout” (Trinidad), Jamaica Stout (Jamaica), ExportType: Freeminer Deep Shaft Stout, Guinness Foreign Extra
Stout (bottled, not sold in the US), Ridgeway of Oxfordshire
Foreign Extra Stout, Coopers Best Extra Stout, Elysian Dragonstooth Stout
24
13E. American Stout
13F. Russian Imperial Stout
Aroma: Moderate to strong aroma of roasted malts, often having a roasted coffee or dark chocolate quality. Burnt or charcoal aromas are low to none. Medium to very low hop aroma,
often with a citrusy or resiny American hop character. Esters
are optional, but can be present up to medium intensity. Light
alcohol-derived aromatics are also optional. No diacetyl.
Appearance: Generally a jet black color, although some may
appear very dark brown. Large, persistent head of light tan to
light brown in color. Usually opaque.
Flavor: Moderate to very high roasted malt flavors, often tasting of coffee, roasted coffee beans, dark or bittersweet chocolate. May have a slightly burnt coffee ground flavor, but this
character should not be prominent if present. Low to medium
malt sweetness, often with rich chocolate or caramel flavors.
Medium to high bitterness. Hop flavor can be low to high, and
generally reflects citrusy or resiny American varieties. Light
esters may be present but are not required. Medium to dry
finish, occasionally with a light burnt quality. Alcohol flavors
can be present up to medium levels, but smooth. No diacetyl.
Mouthfeel: Medium to full body. Can be somewhat creamy,
particularly if a small amount of oats have been used to enhance mouthfeel. Can have a bit of roast-derived astringency,
but this character should not be excessive. Medium-high to
high carbonation. Light to moderately strong alcohol warmth,
but smooth and not excessively hot.
Overall Impression: A hoppy, bitter, strongly roasted Foreignstyle Stout (of the export variety).
Comments: Breweries express individuality through varying
the roasted malt profile, malt sweetness and flavor, and the
amount of finishing hops used. Generally has bolder roasted
malt flavors and hopping than other traditional stouts (except
Imperial Stouts).
Ingredients: Common American base malts and yeast. Varied
use of dark and roasted malts, as well as caramel-type malts.
Adjuncts such as oatmeal may be present in low quantities.
American hop varieties.
Aroma: Rich and complex, with variable amounts of roasted
grains, maltiness, fruity esters, hops, and alcohol. The roasted
malt character can take on coffee, dark chocolate, or slightly
burnt tones and can be light to moderately strong. The malt
aroma can be subtle to rich and barleywine-like, depending on
the gravity and grain bill. May optionally show a slight specialty malt character (e.g., caramel), but this should only add
complexity and not dominate. Fruity esters may be low to
moderately strong, and may take on a complex, dark fruit
(e.g., plums, prunes, raisins) character. Hop aroma can be very
low to quite aggressive, and may contain any hop variety. An
alcohol character may be present, but shouldn’t be sharp, hot
or solventy. Aged versions may have a slight vinous or portlike quality, but shouldn’t be sour. No diacetyl. The balance
can vary with any of the aroma elements taking center stage.
Not all possible aromas described need be present; many interpretations are possible. Aging affects the intensity, balance
and smoothness of aromatics.
Appearance: Color may range from very dark reddish-brown
to jet black. Opaque. Deep tan to dark brown head. Generally
has a well-formed head, although head retention may be low
to moderate. High alcohol and viscosity may be visible in
“legs” when beer is swirled in a glass.
Flavor: Rich, deep, complex and frequently quite intense, with
variable amounts of roasted malt/grains, maltiness, fruity
esters, hop bitterness and flavor, and alcohol. Medium to aggressively high bitterness. Medium-low to high hop flavor
(any variety). Moderate to aggressively high roasted malt/
grain flavors can suggest bittersweet or unsweetened chocolate, cocoa, and/or strong coffee. A slightly burnt grain, burnt
currant or tarry character may be evident. Fruity esters may be
low to intense, and can take on a dark fruit character (raisins,
plums, or prunes). Malt backbone can be balanced and supportive to rich and barleywine-like, and may optionally show
some supporting caramel, bready or toasty flavors. Alcohol
strength should be evident, but not hot, sharp, or solventy. No
diacetyl. The palate and finish can vary from relatively dry to
moderately sweet, usually with some lingering roastiness, hop
bitterness and warming character. The balance and intensity of
flavors can be affected by aging, with some flavors becoming
more subdued over time and some aged, vinous or port-like
qualities developing.
Mouthfeel: Full to very full-bodied and chewy, with a velvety,
luscious texture (although the body may decline with long
conditioning). Gentle smooth warmth from alcohol should be
present and noticeable. Should not be syrupy and underattenuated. Carbonation may be low to moderate, depending
on age and conditioning.
Overall Impression: An intensely flavored, big, dark ale.
Roasty, fruity, and bittersweet, with a noticeable alcohol presence. Dark fruit flavors meld with roasty, burnt, or almost tarlike sensations. Like a black barleywine with every dimension
of flavor coming into play.
History: Brewed to high gravity and hopping level in England
for export to the Baltic States and Russia. Said to be popular
with the Russian Imperial Court. Today is even more popular
with American craft brewers, who have extended the style
with unique American characteristics.
Comments: Variations exist, with English and American interpretations (predictably, the American versions have more
bitterness, roasted character, and finishing hops, while the
Vital Statistics:
IBUs: 35 – 75
SRM: 30 – 40
OG: 1.050 – 1.075
FG: 1.010 – 1.022
ABV: 5 – 7%
Commercial Examples: Rogue Shakespeare Stout, Deschutes
Obsidian Stout, Sierra Nevada Stout, North Coast Old No. 38,
Bar Harbor Cadillac Mountain Stout, Avery Out of Bounds
Stout, Lost Coast 8 Ball Stout, Mad River Steelhead Extra Stout
25
English varieties reflect a more complex specialty malt character and a more forward ester profile). The wide range of allowable characteristics allow for maximum brewer creativity.
Ingredients: Well-modified pale malt, with generous quantities of roasted malts and/or grain. May have a complex grain
bill using virtually any variety of malt. Any type of hops may
be used. Alkaline water balances the abundance of acidic
roasted grain in the grist. American or English ale yeast.
Vital Statistics:
IBUs: 50 – 90
SRM: 30 – 40
OG: 1.075 – 1.115
FG: 1.018 – 1.030
ABV: 8 – 12%
Commercial Examples: Three Floyd’s Dark Lord, Bell’s Expedition Stout, North Coast Old Rasputin Imperial Stout, Stone
Imperial Stout, Samuel Smith Imperial Stout, Scotch Irish Tsarina Katarina Imperial Stout, Thirsty Dog Siberian Night, Deschutes The Abyss, Great Divide Yeti, Southampton Russian
Imperial Stout, Rogue Imperial Stout, Bear Republic Big Bear
Black Stout, Great Lakes Blackout Stout, Avery The Czar,
Founders Imperial Stout, Victory Storm King, Brooklyn Black
Chocolate Stout
14A. English IPA
Aroma: A moderate to moderately high hop aroma of floral,
earthy or fruity nature is typical, although the intensity of hop
character is usually lower than American versions. A slightly
grassy dry-hop aroma is acceptable, but not required. A moderate caramel-like or toasty malt presence is common. Low to
moderate fruitiness, either from esters or hops, can be present.
Some versions may have a sulfury note, although this character is not mandatory.
Appearance: Color ranges from golden amber to light copper,
but most are pale to medium amber with an orange-ish tint.
Should be clear, although unfiltered dry-hopped versions may
be a bit hazy. Good head stand with off-white color should
persist.
Flavor: Hop flavor is medium to high, with a moderate to assertive hop bitterness. The hop flavor should be similar to the
aroma (floral, earthy, fruity, and/or slightly grassy). Malt flavor should be medium-low to medium-high, but should be
noticeable, pleasant, and support the hop aspect. The malt
should show an English character and be somewhat bready,
biscuit-like, toasty, toffee-like and/or caramelly. Despite the
substantial hop character typical of these beers, sufficient malt
flavor, body and complexity to support the hops will provide
the best balance. Very low levels of diacetyl are acceptable,
and fruitiness from the fermentation or hops adds to the overall complexity. Finish is medium to dry, and bitterness may
linger into the aftertaste but should not be harsh. If high sulfate water is used, a distinctively minerally, dry finish, some
sulfur flavor, and a lingering bitterness are usually present.
Some clean alcohol flavor can be noted in stronger versions.
Oak is inappropriate in this style.
Mouthfeel: Smooth, medium-light to medium-bodied mouthfeel without hop-derived astringency, although moderate to
medium-high carbonation can combine to render an overall
dry sensation in the presence of malt sweetness. Some smooth
alcohol warming can and should be sensed in stronger (but
not all) versions.
Overall Impression: A hoppy, moderately strong pale ale that
features characteristics consistent with the use of English malt,
hops and yeast. Has less hop character and a more pronounced malt flavor than American versions.
History: Brewed to survive the voyage from England to India.
The temperature extremes and rolling of the seas resulted in a
highly attenuated beer upon arrival. English pale ales were
derived from India Pale Ales.
Comments: A pale ale brewed to an increased gravity and hop
rate. Modern versions of English IPAs generally pale in comparison (pun intended) to their ancestors. The term “IPA” is
loosely applied in commercial English beers today, and has
been (incorrectly) used in beers below 4% ABV. Generally will
have more finish hops and less fruitiness and/or caramel than
English pale ales and bitters. Fresher versions will obviously
have a more significant finishing hop character.
[continued on next page.]
26
Ingredients: Pale ale malt (well-modified and suitable for
single-temperature infusion mashing); English hops; English
yeast that can give a fruity or sulfury/minerally profile. Refined sugar may be used in some versions. High sulfate and
low carbonate water is essential to achieving a pleasant hop
bitterness in authentic Burton versions, although not all examples will exhibit the strong sulfate character.
Vital Statistics:
IBUs: 40 – 60
SRM: 8 – 14
OG: 1.050 – 1.075
FG: 1.010 – 1.018
ABV: 5 – 7.5%
Commercial Examples: Meantime India Pale Ale, Freeminer
Trafalgar IPA, Fuller's IPA, Ridgeway Bad Elf, Summit India
Pale Ale, Samuel Smith's India Ale, Hampshire Pride of Romsey IPA, Burton Bridge Empire IPA,Middle Ages ImPailed Ale,
Goose Island IPA, Brooklyn East India Pale Ale
14B. American IPA
Aroma: A prominent to intense hop aroma with a citrusy, floral, perfume-like, resinous, piney, and/or fruity character derived from American hops. Many versions are dry hopped
and can have an additional grassy aroma, although this is not
required. Some clean malty sweetness may be found in the
background, but should be at a lower level than in English
examples. Fruitiness, either from esters or hops, may also be
detected in some versions, although a neutral fermentation
character is also acceptable. Some alcohol may be noted.
Appearance: Color ranges from medium gold to medium reddish copper; some versions can have an orange-ish tint.
be a bit hazy. Good head stand with white to off-white color
should persist.
Flavor: Hop flavor is medium to high, and should reflect an
American hop character with citrusy, floral, resinous, piney or
fruity aspects. Medium-high to very high hop bitterness, although the malt backbone will support the strong hop character and provide the best balance. Malt flavor should be low to
medium, and is generally clean and malty sweet although
some caramel or toasty flavors are acceptable at low levels. No
diacetyl. Low fruitiness is acceptable but not required. The
bitterness may linger into the aftertaste but should not be
harsh. Medium-dry to dry finish. Some clean alcohol flavor
can be noted in stronger versions. Oak is inappropriate in this
style. May be slightly sulfury, but most examples do not exhibit this character.
Mouthfeel: Smooth, medium-light to medium-bodied mouthfeel without hop-derived astringency, although moderate to
medium-high carbonation can combine to render an overall
dry sensation in the presence of malt sweetness. Some smooth
alcohol warming can and should be sensed in stronger (but
not all) versions. Body is generally less than in English counterparts.
Overall Impression: A decidedly hoppy and bitter, moderately strong American pale ale.
History: An American version of the historical English style,
brewed using American ingredients and attitude.
single-temperature infusion mashing); American hops; American yeast that can give a clean or slightly fruity profile. Generally all-malt, but mashed at lower temperatures for high attenuation. Water character varies from soft to moderately sulfate. Versions with a noticeable Rye character (“RyePA”)
should be entered in the Specialty category.
Vital Statistics:
IBUs: 40 – 70
SRM: 6 – 15
OG: 1.056 – 1.075
FG: 1.010 – 1.018
ABV: 5.5 – 7.5%
Commercial Examples: Bell’s Two-Hearted Ale, AleSmith IPA,
Russian River Blind Pig IPA, Stone IPA, Three Floyds Alpha
King, Great Divide Titan IPA, Bear Republic Racer 5 IPA, Victory Hop Devil, Sierra Nevada Celebration Ale, Anderson
Valley Hop Ottin’, Dogfish Head 60 Minute IPA, Founder’s
Centennial IPA, Anchor Liberty Ale, Harpoon IPA, Avery IPA
27
14C. Imperial IPA
Aroma: A prominent to intense hop aroma that can be derived
from American, English and/or noble varieties (although a
citrusy hop character is almost always present). Most versions
are dry hopped and can have an additional resinous or grassy
aroma, although this is not absolutely required. Some clean
malty sweetness may be found in the background. Fruitiness,
either from esters or hops, may also be detected in some versions, although a neutral fermentation character is typical.
Some alcohol can usually be noted, but it should not have a
“hot” character.
Appearance: Color ranges from golden amber to medium
reddish copper; some versions can have an orange-ish tint.
be a bit hazy. Good head stand with off-white color should
persist.
Flavor: Hop flavor is strong and complex, and can reflect the
use of American, English and/or noble hop varieties. High to
absurdly high hop bitterness, although the malt backbone will
generally support the strong hop character and provide the
best balance. Malt flavor should be low to medium, and is
generally clean and malty although some caramel or toasty
flavors are acceptable at low levels. No diacetyl. Low fruitiness is acceptable but not required. A long, lingering bitterness
is usually present in the aftertaste but should not be harsh.
Medium-dry to dry finish. A clean, smooth alcohol flavor is
usually present. Oak is inappropriate in this style. May be
slightly sulfury, but most examples do not exhibit this character.
Mouthfeel: Smooth, medium-light to medium body. No harsh
hop-derived astringency, although moderate to medium-high
carbonation can combine to render an overall dry sensation in
the presence of malt sweetness. Smooth alcohol warming.
Overall Impression: An intensely hoppy, very strong pale ale
without the big maltiness and/or deeper malt flavors of an
American barleywine. Strongly hopped, but clean, lacking
harshness, and a tribute to historical IPAs. Drinkability is an
important characteristic; this should not be a heavy, sipping
beer. It should also not have much residual sweetness or a
heavy character grain profile.
History: A recent American innovation reflecting the trend of
American craft brewers “pushing the envelope” to satisfy the
need of hop aficionados for increasingly intense products. The
adjective “Imperial” is arbitrary and simply implies a stronger
version of an IPA; “double,” “extra,” “extreme,” or any other
variety of adjectives would be equally valid.
Comments: Bigger than either an English or American IPA in
both alcohol strength and overall hop level (bittering and finish). Less malty, lower body, less rich and a greater overall hop
intensity than an American Barleywine. Typically not as high
in gravity/alcohol as a barleywine, since high alcohol and
malt tend to limit drinkability. A showcase for hops.
single-temperature infusion mashing); can use a complex variety of hops (English, American, noble). American yeast that
can give a clean or slightly fruity profile. Generally all-malt,
but mashed at lower temperatures for high attenuation. Water
character varies from soft to moderately sulfate.
Vital Statistics:
IBUs: 60 – 120
SRM: 8 – 15
Commercial Examples: Russian River Pliny the Elder, Three
Floyd’s Dreadnaught, Avery Majaraja, Bell’s Hop Slam, Stone
Ruination IPA, Great Divide Hercules Double IPA, Surly Furious, Rogue I2PA, Moylan’s Hopsickle Imperial India Pale Ale,
Stoudt’s Double IPA, Dogfish Head 90-minute IPA, Victory
Hop Wallop
OG: 1.070 – 1.090
FG: 1.010 – 1.020
ABV: 7.5 – 10%
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15A. Weizen/Weissbier
Aroma: Moderate to strong phenols (usually clove) and fruity
esters (usually banana). The balance and intensity of the phenol and ester components can vary but the best examples are
reasonably balanced and fairly prominent. Noble hop character ranges from low to none. A light to moderate wheat aroma
(which might be perceived as bready or grainy) may be present but other malt characteristics should not. No diacetyl or
DMS. Optional, but acceptable, aromatics can include a light,
citrusy tartness, a light to moderate vanilla character, and/or a
low bubblegum aroma. None of these optional characteristics
should be high or dominant, but often can add to the complexity and balance.
Appearance: Pale straw to very dark gold in color. A very
thick, moussy, long-lasting white head is characteristic. The
high protein content of wheat impairs clarity in an unfiltered
beer, although the level of haze is somewhat variable. A beer
“mit hefe” is also cloudy from suspended yeast sediment
(which should be roused before drinking). The filtered Krystal
version has no yeast and is brilliantly clear.
Flavor: Low to moderately strong banana and clove flavor.
The balance and intensity of the phenol and ester components
can vary but the best examples are reasonably balanced and
fairly prominent. Optionally, a very light to moderate vanilla
character and/or low bubblegum notes can accentuate the
banana flavor, sweetness and roundness; neither should be
dominant if present. The soft, somewhat bready or grainy flavor of wheat is complementary, as is a slightly sweet Pils malt
character. Hop flavor is very low to none, and hop bitterness is
very low to moderately low. A tart, citrusy character from
yeast and high carbonation is often present. Well rounded,
flavorful palate with a relatively dry finish. No diacetyl or
DMS.
Mouthfeel: Medium-light to medium body; never heavy. Suspended yeast may increase the perception of body. The texture
of wheat imparts the sensation of a fluffy, creamy fullness that
may progress to a light, spritzy finish aided by high carbonation. Always effervescent.
Overall Impression: A pale, spicy, fruity, refreshing wheatbased ale.
History: A traditional wheat-based ale originating in Southern
Germany that is a specialty for summer consumption, but
generally produced year-round.
Comments: These are refreshing, fast-maturing beers that are
lightly hopped and show a unique banana-and-clove yeast
character. These beers often don’t age well and are best enjoyed while young and fresh. The version “mit hefe” is served
with yeast sediment stirred in; the krystal version is filtered
for excellent clarity. Bottles with yeast are traditionally swirled
or gently rolled prior to serving. The character of a krystal
weizen is generally fruitier and less phenolic than that of the
hefe-weizen.
Ingredients: By German law, at least 50% of the grist must be
malted wheat, although some versions use up to 70%; the remainder is Pilsner malt. A traditional decoction mash gives the
appropriate body without cloying sweetness. Weizen ale
yeasts produce the typical spicy and fruity character, although
extreme fermentation temperatures can affect the balance and
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produce off-flavors. A small amount of noble hops are used
only for bitterness.
Vital Statistics:
IBUs: 8 – 15
SRM: 2 – 8
OG: 1.044 – 1.052
FG: 1.010 – 1.014
ABV: 4.3 – 5.6%
Commercial Examples: Weihenstephaner Hefeweissbier,
Schneider Weisse Weizenhell, Paulaner Hefe-Weizen, HackerPschorr Weisse, Plank Bavarian Hefeweizen, Ayinger Bräu
Weisse, Ettaler Weissbier Hell, Franziskaner Hefe-Weisse, Andechser Weissbier Hefetrüb, Kapuziner Weissbier, Erdinger
Weissbier, Penn Weizen, Barrelhouse Hocking Hills HefeWeizen, Eisenbahn Weizenbier
15B. Dunkelweizen
Aroma: Moderate to strong phenols (usually clove) and fruity
esters (usually banana). The balance and intensity of the phenol and ester components can vary but the best examples are
reasonably balanced and fairly prominent. Optionally, a low to
moderate vanilla character and/or low bubblegum notes may
be present, but should not dominate. Noble hop character
ranges from low to none. A light to moderate wheat aroma
(which might be perceived as bready or grainy) may be present and is often accompanied by a caramel, bread crust, or
richer malt aroma (e.g., from Vienna and/or Munich malt).
Any malt character is supportive and does not overpower the
yeast character. No diacetyl or DMS. A light tartness is optional but acceptable.
Appearance: Light copper to mahogany brown in color. A
very thick, moussy, long-lasting off-white head is characteristic. The high protein content of wheat impairs clarity in this
traditionally unfiltered style, although the level of haze is
somewhat variable. The suspended yeast sediment (which
should be roused before drinking) also contributes to the
cloudiness.
Flavor: Low to moderately strong banana and clove flavor.
The balance and intensity of the phenol and ester components
can vary but the best examples are reasonably balanced and
fairly prominent. Optionally, a very light to moderate vanilla
character and/or low bubblegum notes can accentuate the
banana flavor, sweetness and roundness; neither should be
dominant if present. The soft, somewhat bready or grainy flavor of wheat is complementary, as is a richer caramel and/or
melanoidin character from Munich and/or Vienna malt. The
malty richness can be low to medium-high, but shouldn’t
overpower the yeast character. A roasted malt character is inappropriate. Hop flavor is very low to none, and hop bitterness is very low to low. A tart, citrusy character from yeast and
high carbonation is sometimes present, but typically muted.
Well rounded, flavorful, often somewhat sweet palate with a
relatively dry finish. No diacetyl or DMS.
Mouthfeel: Medium-light to medium-full body. The texture of
wheat as well as yeast in suspension imparts the sensation of a
fluffy, creamy fullness that may progress to a lighter finish,
aided by moderate to high carbonation. The presence of Munich and/or Vienna malts also provide an additional sense of
richness and fullness. Effervescent.
Overall Impression: A moderately dark, spicy, fruity, malty,
refreshing wheat-based ale. Reflecting the best yeast and
wheat character of a hefeweizen blended with the malty richness of a Munich dunkel.
History: Old-fashioned Bavarian wheat beer was often dark.
In the 1950s and 1960s, wheat beers did not have a youthful
image, since most older people drank them for their healthgiving qualities. Today, the lighter hefeweizen is more common.
Comments: The presence of Munich and/or Vienna-type barley malts gives this style a deep, rich barley malt character not
found in a hefeweizen. Bottles with yeast are traditionally
swirled or gently rolled prior to serving.
Ingredients: By German law, at least 50% of the grist must be
malted wheat, although some versions use up to 70%; the remainder is usually Munich and/or Vienna malt. A traditional
decoction mash gives the appropriate body without cloying
sweetness. Weizen ale yeasts produce the typical spicy and
fruity character, although extreme fermentation temperatures
can affect the balance and produce off-flavors. A small amount
of noble hops are used only for bitterness.
Vital Statistics:
IBUs: 10 – 18
SRM: 14 – 23
OG: 1.044 – 1.056
FG: 1.010 – 1.014
ABV: 4.3 – 5.6%
Commercial Examples: Weihenstephaner Hefeweissbier Dunkel, Ayinger Ur-Weisse, Franziskaner Dunkel Hefe-Weisse,
Schneider Weisse (Original), Ettaler Weissbier Dunkel, HackerPschorr Weisse Dark, Tucher Dunkles Hefe Weizen, Edelweiss
Dunkel Weissbier, Erdinger Weissbier Dunkel, Kapuziner
Weissbier Schwarz
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15C. Weizenbock
Aroma: Rich, bock-like melanoidins and bready malt combined with a powerful aroma of dark fruit (plums, prunes,
raisins or grapes). Moderate to strong phenols (most commonly vanilla and/or clove) add complexity, and some banana esters may also be present. A moderate aroma of alcohol
is common, although never solventy. No hop aroma, diacetyl
or DMS.
Appearance: Dark amber to dark, ruby brown in color. A very
thick, moussy, long-lasting light tan head is characteristic. The
high protein content of wheat impairs clarity in this traditionally unfiltered style, although the level of haze is somewhat
variable. The suspended yeast sediment (which should be
roused before drinking) also contributes to the cloudiness.
Flavor: A complex marriage of rich, bock-like melanoidins,
dark fruit, spicy clove-like phenols, light banana and/or vanilla, and a moderate wheat flavor. The malty, bready flavor of
wheat is further enhanced by the copious use of Munich and/
or Vienna malts. May have a slightly sweet palate, and a light
chocolate character is sometimes found (although a roasted
character is inappropriate). A faintly tart character may optionally be present. Hop flavor is absent, and hop bitterness is
low. The wheat, malt, and yeast character dominate the palate,
and the alcohol helps balance the finish. Well-aged examples
may show some sherry-like oxidation as a point of complexity.
No diacetyl or DMS.
Mouthfeel: Medium-full to full body. A creamy sensation is
typical, as is the warming sensation of substantial alcohol content. The presence of Munich and/or Vienna malts also provide an additional sense of richness and fullness. Moderate to
high carbonation. Never hot or solventy.
Overall Impression: A strong, malty, fruity, wheat-based ale
combining the best flavors of a dunkelweizen and the rich
strength and body of a bock.
History: Aventinus, the world’s oldest top-fermented wheat
doppelbock, was created in 1907 at the Weisse Brauhaus in
Munich using the ‘Méthode Champenoise’ with fresh yeast
sediment on the bottom. It was Schneider’s creative response
to bottom-fermenting doppelbocks that developed a strong
following during these times.
Comments: A dunkel-weizen beer brewed to bock or doppelbock strength. Now also made in the Eisbock style as a specialty beer. Bottles may be gently rolled or swirled prior to
serving to rouse the yeast.
Ingredients: A high percentage of malted wheat is used (by
German law must be at least 50%, although it may contain up
to 70%), with the remainder being Munich- and/or Viennatype barley malts. A traditional decoction mash gives the appropriate body without cloying sweetness. Weizen ale yeasts
produce the typical spicy and fruity character. Too warm or
too cold fermentation will cause the phenols and esters to be
out of balance and may create off-flavors. A small amount of
noble hops are used only for bitterness.
Vital Statistics:
IBUs: 15 – 30
SRM: 12 – 25
OG: 1.064 – 1.090
FG: 1.015 – 1.022
ABV: 6.5 – 8.0%
Commercial Examples: Schneider Aventinus, Schneider
Aventinus Eisbock, Plank Bavarian Dunkler Weizenbock,
Plank Bavarian Heller Weizenbock, AleSmith Weizenbock,
Erdinger Pikantus, Mahr’s Der Weisse Bock, Victory Moon-
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glow Weizenbock, High Point Ramstein Winter Wheat, Capital
Weizen Doppelbock, Eisenbahn Vigorosa
15D. Roggenbier (German Rye Beer)
Aroma: Light to moderate spicy rye aroma intermingled with
light to moderate weizen yeast aromatics (spicy clove and
fruity esters, either banana or citrus). Light noble hops are
acceptable. Can have a somewhat acidic aroma from rye and
yeast. No diacetyl.
Appearance: Light coppery-orange to very dark reddish or
coppery-brown color. Large creamy off-white to tan head,
quite dense and persistent (often thick and rocky). Cloudy,
hazy appearance.
Flavor: Grainy, moderately-low to moderately-strong spicy
rye flavor, often having a hearty flavor reminiscent of rye or
pumpernickel bread. Medium to medium-low bitterness allows an initial malt sweetness (sometimes with a bit of caramel) to be tasted before yeast and rye character takes over.
Low to moderate weizen yeast character (banana, clove, and
sometimes citrus), although the balance can vary. Mediumdry, grainy finish with a tangy, lightly bitter (from rye) aftertaste. Low to moderate noble hop flavor acceptable, and can
persist into aftertaste. No diacetyl.
Mouthfeel: Medium to medium-full body. High carbonation.
Light tartness optional.
Overall Impression: A dunkelweizen made with rye rather
than wheat, but with a greater body and light finishing hops.
History: A specialty beer originally brewed in Regensburg,
Bavaria as a more distinctive variant of a dunkelweizen using
malted rye instead of malted wheat.
Comments: American-style rye beers should be entered in the
American Rye category (6D). Other traditional beer styles with
enough rye added to give a noticeable rye character should be
entered in the Specialty Beer category (23). Rye is a huskless
grain and is difficult to mash, often resulting in a gummy
mash texture that is prone to sticking. Rye has been characterized as having the most assertive flavor of all cereal grains. It
is inappropriate to add caraway seeds to a roggenbier (as
some American brewers do); the rye character is traditionally
from the rye grain only.
Ingredients: Malted rye typically constitutes 50% or greater of
the grist (some versions have 60-65% rye). Remainder of grist
can include pale malt, Munich malt, wheat malt, crystal malt
and/or small amounts of debittered dark malts for color adjustment. Weizen yeast provides distinctive banana esters and
clove phenols. Light usage of noble hops in bitterness, flavor
and aroma. Lower fermentation temperatures accentuate the
clove character by suppressing ester formation. Decoction
mash commonly used (as with weizenbiers).
Vital Statistics:
IBUs: 10 – 20
SRM: 14 – 19
OG: 1.046 – 1.056
FG: 1.010 – 1.014
ABV: 4.5 – 6%
Commercial Examples: Paulaner Roggen (formerly Thurn
und Taxis, no longer imported into the US), Bürgerbräu
Wolznacher Roggenbier
16A. Witbier
Aroma: Moderate sweetness (often with light notes of honey
and/or vanilla) with light, grainy, spicy wheat aromatics, often with a bit of tartness. Moderate perfumy coriander, often
with a complex herbal, spicy, or peppery note in the background. Moderate zesty, citrusy orangey fruitiness. A low
spicy-herbal hop aroma is optional, but should never overpower the other characteristics. No diacetyl. Vegetal, celerylike, or ham-like aromas are inappropriate. Spices should
blend in with fruity, floral and sweet aromas and should not
be overly strong.
Appearance: Very pale straw to very light gold in color. The
beer will be very cloudy from starch haze and/or yeast, which
gives it a milky, whitish-yellow appearance. Dense, white,
moussy head. Head retention should be quite good.
Flavor: Pleasant sweetness (often with a honey and/or vanilla
character) and a zesty, orange-citrusy fruitiness. Refreshingly
crisp with a dry, often tart, finish. Can have a low wheat flavor. Optionally has a very light lactic-tasting sourness. Herbalspicy flavors, which may include coriander and other spices,
are common should be subtle and balanced, not overpowering. A spicy-earthy hop flavor is low to none, and if noticeable,
never gets in the way of the spices. Hop bitterness is low to
medium-low (as with a Hefeweizen), and doesn’t interfere
with refreshing flavors of fruit and spice, nor does it persist
into the finish. Bitterness from orange pith should not be present. Vegetal, celery-like, ham-like, or soapy flavors are inappropriate. No diacetyl.
Mouthfeel: Medium-light to medium body, often having a
smoothness and light creaminess from unmalted wheat and
the occasional oats. Despite body and creaminess, finishes dry
and often a bit tart. Effervescent character from high carbonation. Refreshing, from carbonation, light acidity, and lack of
bitterness in finish. No harshness or astringency from orange
pith. Should not be overly dry and thin, nor should it be thick
and heavy.
Overall Impression: A refreshing, elegant, tasty, moderatestrength wheat-based ale.
History: A 400-year-old beer style that died out in the 1950s; it
was later revived by Pierre Celis at Hoegaarden, and has
grown steadily in popularity over time.
Comments: The presence, character and degree of spicing and
lactic sourness varies. Overly spiced and/or sour beers are not
good examples of the style. Coriander of certain origins might
give an inappropriate ham or celery character. The beer tends
to be fragile and does not age well, so younger, fresher, properly handled examples are most desirable. Most examples
seem to be approximately 5% ABV.
Ingredients: About 50% unmalted wheat (traditionally soft
white winter wheat) and 50% pale barley malt (usually Pils
malt) constitute the grist. In some versions, up to 5-10% raw
oats may be used. Spices of freshly-ground coriander and Curaçao or sometimes sweet orange peel complement the sweet
aroma and are quite characteristic. Other spices (e.g., chamomile, cumin, cinnamon, Grains of Paradise) may be used for
complexity but are much less prominent. Ale yeast prone to
the production of mild, spicy flavors is very characteristic. In
some instances a very limited lactic fermentation, or the actual
addition of lactic acid, is done.
Vital Statistics:
IBUs: 10 – 20
SRM: 2 – 4
OG: 1.044 – 1.052
FG: 1.008 – 1.012
ABV: 4.5 – 5.5%
Commercial Examples: Hoegaarden Wit, St. Bernardus
Blanche, Celis White, Vuuve 5, Brugs Tarwebier (Blanche de
Bruges), Wittekerke, Allagash White, Blanche de Bruxelles,
Ommegang Witte, Avery White Rascal, Unibroue Blanche de
Chambly, Sterkens White Ale, Bell’s Winter White Ale, Victory
Whirlwind Witbier, Hitachino Nest White Ale
16B. Belgian Pale Ale
Aroma: Prominent aroma of malt with moderate fruity character and low hop aroma. Toasty, biscuity malt aroma. May have
an orange- or pear-like fruitiness though not as fruity/citrusy
as many other Belgian ales. Distinctive floral or spicy, low to
moderate strength hop character optionally blended with
background level peppery, spicy phenols. No diacetyl.
Appearance: Amber to copper in color. Clarity is very good.
Creamy, rocky, white head often fades more quickly than other
Belgian beers.
Flavor: Fruity and lightly to moderately spicy with a soft,
smooth malt and relatively light hop character and low to very
low phenols. May have an orange- or pear-like fruitiness,
though not as fruity/citrusy as many other Belgian ales. Has
an initial soft, malty sweetness with a toasty, biscuity, nutty
malt flavor. The hop flavor is low to none. The hop bitterness
is medium to low, and is optionally complemented by low
amounts of peppery phenols. There is a moderately dry to
moderately sweet finish, with hops becoming more pronounced in those with a drier finish.
Mouthfeel: Medium to medium-light body. Alcohol level is
restrained, and any warming character should be low if present. No hot alcohol or solventy character. Medium carbonation.
Overall Impression: A fruity, moderately malty, somewhat
spicy, easy-drinking, copper-colored ale.
History: Produced by breweries with roots as far back as the
mid-1700s, the most well-known examples were perfected
after the Second World War with some influence from Britain,
including hops and yeast strains.
Comments: Most commonly found in the Flemish provinces
of Antwerp and Brabant. Considered “everyday” beers (Category I). Compared to their higher alcohol Category S cousins,
they are Belgian “session beers” for ease of drinking. Nothing
should be too pronounced or dominant; balance is the key.
Ingredients: Pilsner or pale ale malt contributes the bulk of
the grist with (cara) Vienna and Munich malts adding color,
body and complexity. Sugar is not commonly used as high
gravity is not desired. Noble hops, Styrian Goldings, East Kent
Goldings or Fuggles are commonly used. Yeasts prone to
moderate production of phenols are often used but fermentation temperatures should be kept moderate to limit this character.
Vital Statistics:
OG: 1.048 – 1.054
IBUs: 20 – 30
FG: 1.010 – 1.014
SRM: 8 – 14
ABV: 4.8 – 5.5%
Commercial Examples: De Koninck, Speciale Palm, Dobble
Palm, Russian River Perdition, Ginder Ale, Op-Ale, St. Pieters
Zinnebir, Brewer’s Art House Pale Ale, Avery Karma, Eisenbahn Pale Ale, Ommegang Rare Vos (unusual in its 6.5% ABV
strength)
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16C. Saison
Aroma: High fruitiness with low to moderate hop aroma and
moderate to no herb, spice and alcohol aroma. Fruity esters
dominate the aroma and are often reminiscent of citrus fruits
such as oranges or lemons. A low to medium-high spicy or
floral hop aroma is usually present. A moderate spice aroma
(from actual spice additions and/or yeast-derived phenols)
complements the other aromatics. When phenolics are present
they tend to be peppery rather than clove-like. A low to moderate sourness or acidity may be present, but should not
overwhelm other characteristics. Spice, hop and sour aromatics typically increase with the strength of the beer. Alcohols are
soft, spicy and low in intensity, and should not be hot or solventy. The malt character is light. No diacetyl.
Appearance: Often a distinctive pale orange but may be
golden or amber in color. There is no correlation between
strength and color. Long-lasting, dense, rocky white to ivory
head resulting in characteristic “Belgian lace” on the glass as it
fades. Clarity is poor to good though haze is not unexpected
in this type of unfiltered farmhouse beer. Effervescent.
Flavor: Combination of fruity and spicy flavors supported by
a soft malt character, a low to moderate alcohol presence and
tart sourness. Extremely high attenuation gives a characteristic
dry finish. The fruitiness is frequently citrusy (orange- or
lemon-like). The addition of one of more spices serve to add
complexity, but shouldn’t dominate in the balance. Low peppery yeast-derived phenols may be present instead of or in
addition to spice additions; phenols tend to be lower than in
many other Belgian beers, and complement the bitterness.
Hop flavor is low to moderate, and is generally spicy or earthy
in character. Hop bitterness may be moderate to high, but
should not overwhelm fruity esters, spices, and malt. Malt
character is light but provides a sufficient background for the
other flavors. A low to moderate tart sourness may be present,
but should not overwhelm other flavors. Spices, hop bitterness
and flavor, and sourness commonly increase with the strength
of the beer while sweetness decreases. No hot alcohol or solventy character. High carbonation, moderately sulfate water,
and high attenuation give a very dry finish with a long, bitter,
sometimes spicy aftertaste. The perceived bitterness is often
higher than the IBU level would suggest. No diacetyl.
Mouthfeel: Light to medium body. Alcohol level can be medium to medium-high, though the warming character is low
to medium. No hot alcohol or solventy character. Very high
carbonation with an effervescent quality. There is enough
prickly acidity on the tongue to balance the very dry finish. A
low to moderate tart character may be present but should be
refreshing and not to the point of puckering.
Overall Impression: A refreshing, medium to strong fruity/
spicy ale with a distinctive yellow-orange color, highly carbonated, well hopped, and dry with a quenching acidity.
History: A seasonal summer style produced in Wallonia, the
French-speaking part of Belgium. Originally brewed at the
end of the cool season to last through the warmer months before refrigeration was common. It had to be sturdy enough to
last for months but not too strong to be quenching and refreshing in the summer. It is now brewed year-round in tiny, artisanal breweries whose buildings reflect their origins as farmhouses.
Comments: Varying strength examples exist (table beers of
about 5% strength, typical export beers of about 6.5%, and
stronger versions of 8%+). Strong versions (6.5%-9.5%) and
33
darker versions (copper to dark brown/black) should be entered as Belgian Specialty Ales (16E). Sweetness decreases and
spice, hop and sour character increases with strength. Herb
and spice additions often reflect the indigenous varieties
available at the brewery. High carbonation and extreme attenuation (85-95%) helps bring out the many flavors and to
increase the perception of a dry finish. All of these beers share
somewhat higher levels of acidity than other Belgian styles
while the optional sour flavor is often a variable house character of a particular brewery.
Ingredients: Pilsner malt dominates the grist though a portion
of Vienna and/or Munich malt contributes color and complexity. Sometimes contains other grains such as wheat and spelt.
Adjuncts such as sugar and honey can also serve to add complexity and thin the body. Hop bitterness and flavor may be
more noticeable than in many other Belgian styles. A saison is
sometimes dry-hopped. Noble hops, Styrian or East Kent
Goldings are commonly used. A wide variety of herbs and
spices are often used to add complexity and uniqueness in the
stronger versions, but should always meld well with the yeast
and hop character. Varying degrees of acidity and/or sourness
can be created by the use of gypsum, acidulated malt, a sour
mash or Lactobacillus. Hard water, common to most of Wallonia, can accentuate the bitterness and dry finish.
Vital Statistics:
IBUs: 20 – 35
SRM: 5 – 14
OG: 1.048 – 1.065
FG: 1.002 – 1.012
ABV: 5 – 7%
Commercial Examples: Saison Dupont Vieille Provision;
Fantôme Saison D’Erezée - Printemps; Saison de Pipaix; Saison Regal; Saison Voisin; Lefebvre Saison 1900; Ellezelloise
Saison 2000; Saison Silly; Southampton Saison; New Belgium
Saison; Pizza Port SPF 45; Lost Abbey Red Barn Ale; Ommegang Hennepin
16D. Bière de Garde
Aroma: Prominent malty sweetness, often with a complex,
light to moderate toasty character. Some caramelization is acceptable. Low to moderate esters. Little to no hop aroma (may
be a bit spicy or herbal). Commercial versions will often have
a musty, woodsy, cellar-like character that is difficult to
achieve in homebrew. Paler versions will still be malty but
will lack richer, deeper aromatics and may have a bit more
hops. No diacetyl.
Appearance: Three main variations exist (blond, amber and
brown), so color can range from golden blonde to reddishbronze to chestnut brown. Clarity is good to poor, although
haze is not unexpected in this type of often unfiltered beer.
Well-formed head, generally white to off-white (varies by beer
color), supported by high carbonation.
Flavor: Medium to high malt flavor often with a toasty, toffeelike or caramel sweetness. Malt flavors and complexity tend to
increase as beer color darkens. Low to moderate esters and
alcohol flavors. Medium-low hop bitterness provides some
support, but the balance is always tilted toward the malt. The
malt flavor lasts into the finish but the finish is medium-dry to
dry, never cloying. Alcohol can provide some additional dryness in the finish. Low to no hop flavor, although paler versions can have slightly higher levels of herbal or spicy hop
flavor (which can also come from the yeast). Smooth, welllagered character. No diacetyl.
Mouthfeel: Medium to medium-light (lean) body, often with a
smooth, silky character. Moderate to high carbonation. Moderate alcohol, but should be very smooth and never hot.
Overall Impression: A fairly strong, malt-accentuated, lagered
artisanal farmhouse beer.
History: Name literally means “beer which has been kept or
lagered.” A traditional artisanal farmhouse ale from Northern
France brewed in early spring and kept in cold cellars for consumption in warmer weather. It is now brewed year-round.
Related to the Belgian Saison style, the main difference is that
the Bière de Garde is rounder, richer, sweeter, malt-focused,
often has a “cellar” character, and lacks the spicing and tartness of a Saison.
Comments: Three main variations are included in the style:
the brown (brune), the blond (blonde), and the amber (ambrée). The darker versions will have more malt character,
while the paler versions can have more hops (but still are
malt-focused beers). A related style is Bière de Mars, which is
brewed in March (Mars) for present use and will not age as
well. Attenuation rates are in the 80-85% range. Some fullerbodied examples exist, but these are somewhat rare.
Ingredients: The “cellar” character in commercial examples is
unlikely to be duplicated in homebrews as it comes from indigenous yeasts and molds. Commercial versions often have a
“corked”, dry, astringent character that is often incorrectly
identified as “cellar-like.” Homebrews therefore are usually
cleaner. Base malts vary by beer color, but usually include
pale, Vienna and Munich types. Kettle caramelization tends to
be used more than crystal malts, when present. Darker versions will have richer malt complexity and sweetness from
crystal-type malts. Sugar may be used to add flavor and aid in
the dry finish. Lager or ale yeast fermented at cool ale temperatures, followed by long cold conditioning (4-6 weeks for
commercial operations). Soft water. Floral, herbal or spicy continental hops.
Vital Statistics:
IBUs: 18 – 28
SRM: 6 – 19
OG: 1.060 – 1.080
FG: 1.008 – 1.016
ABV: 6 – 8.5%
Commercial Examples: Jenlain (amber), Jenlain Bière de Printemps (blond), St. Amand (brown), Ch’Ti Brun (brown), Ch’Ti
Blond (blond), La Choulette (all 3 versions), La Choulette Bière
des Sans Culottes (blond), Saint Sylvestre 3 Monts (blond),
Biere Nouvelle (brown), Castelain (blond), Jade (amber), Brasseurs Bière de Garde (amber), Southampton Bière de Garde
(amber), Lost Abbey Avante Garde (blond)
34
16E. Belgian Specialty Ale
Aroma: Variable. Most exhibit varying amounts of fruity esters, spicy phenols and/or yeast-borne aromatics. Aromas
from actual spice additions may be present. Hop aroma may
be none to high, and may include a dry-hopped character.
Malt aroma may be low to high, and may include character of
non-barley grains such as wheat or rye. Some may include
aromas of Belgian microbiota, most commonly Brettanomyces
and/or Lactobacillus. No diacetyl.
Appearance: Variable. Color varies considerably from pale
gold to very dark. Clarity may be hazy to clear. Head retention
is usually good. Generally moderate to high carbonation.
Flavor: Variable. A great variety of flavors are found in these
beers. Maltiness may be light to quite rich. Hop flavor and
bitterness may be low to high. Spicy flavors may be imparted
by yeast (phenolics) and/or actual spice additions. May include characteristics of grains other than barley, such as wheat
or rye. May include flavors produced by Belgian microbiota
such as Brettanomyces or Lactobacillus. May include flavors
from adjuncts such as caramelized sugar syrup or honey.
Mouthfeel: Variable. Some are well-attenuated, thus fairly
light-bodied for their original gravity, while others are thick
and rich. Most are moderately to highly carbonated. A warming sensation from alcohol may be present in stronger examples. A “mouth puckering” sensation may be present from
acidity.
Overall Impression: Variable. This category encompasses a
wide range of Belgian ales produced by truly artisanal brewers
more concerned with creating unique products than in increasing sales.
History: Unique beers of small, independent Belgian breweries that have come to enjoy local popularity but may be far less
well-known outside of their own regions. Many have attained
“cult status” in the U.S. (and other parts of the world) and
now owe a significant portion of their sales to export.
Comments: This is a catch-all category for any Belgian-style
beer not fitting any other Belgian style category. The category
can be used for clones of specific beers (e.g., Orval, La
Chouffe); to produce a beer fitting a broader style that doesn’t
have its own category; or to create an artisanal or experimental
beer of the brewer’s own choosing (e.g., strong Belgian golden
ale with spices, something unique). Creativity is the only limit
in brewing but the entrants must identify what is special about
their entry. This category may be used as an “incubator” for
recognized styles for which there is not yet a formal BJCP
category. Some styles falling into this classification include:
•
Blond Trappist table beer
•
Artisanal Blond
•
Artisanal Amber
•
Artisanal Brown
•
Belgian-style Barleywines
•
Trappist Quadrupels
•
Belgian Spiced Christmas Beers
•
Belgian Stout
•
Belgian IPA
•
Strong and/or Dark Saison
•
Fruit-based Flanders Red/Brown
The judges must understand the brewer’s intent in order to properly
judge an entry in this category. THE BREWER MUST SPECIFY
EITHER THE BEER BEING CLONED, THE NEW STYLE BEING PRODUCED OR THE SPECIAL INGREDIENTS OR
PROCESSES USED. Additional background information on the
35
style and/or beer may be provided to judges to assist in the judging,
including style parameters or detailed descriptions of the beer. Beers
fitting other Belgian categories should not be entered in this
category.
Ingredients: May include herbs and/or spices. May include
unusual grains and malts, though the grain character should
be apparent if it is a key ingredient. May include adjuncts such
as caramelized sugar syrup and honey. May include Belgian
microbiota such as Brettanomyces or Lactobacillus. Unusual
techniques, such as blending, may be used through primarily
to arrive at a particular result. The process alone does not
make a beer unique to a blind judging panel if the final product does not taste different.
Vital Statistics:
IBUs: varies
SRM: varies
OG: varies
FG: varies
ABV: varies
Commercial Examples: Orval; De Dolle’s Arabier, Oerbier,
Boskeun and Stille Nacht; La Chouffe, McChouffe, Chouffe
Bok and N’ice Chouffe; Ellezelloise Hercule Stout and
Quintine Amber; Unibroue Ephemere, Maudite, Don de Dieu,
etc.; Minty; Zatte Bie; Caracole Amber, Saxo and Nostradamus; Silenrieu Sara and Joseph; Fantôme Black Ghost and
Speciale Noël; Dupont Moinette, Moinette Brune, and Avec
Les Bons Voeux de la Brasserie Dupont; St. Fullien Noël;
Gouden Carolus Noël; Affligem Nöel; Guldenburg and Pere
Noël; De Ranke XX Bitter and Guldenberg; Poperings Hommelbier; Bush (Scaldis); Moinette Brune; Grottenbier; La
Trappe Quadrupel; Weyerbacher QUAD; Bière de Miel; Verboden Vrucht; New Belgium 1554 Black Ale; Cantillon Iris;
Russian River Temptation; Lost Abbey Cuvee de Tomme and
Devotion, Lindemans Kriek and Framboise, and many more
17B. Flanders Red Ale
17. SOUR ALE
17A. Berliner Weisse
Aroma: A sharply sour, somewhat acidic character is dominant. Can have up to a moderately fruity character. The fruitiness may increase with age and a flowery character may develop. A mild Brettanomyces aroma may be present. No hop
aroma, diacetyl, or DMS.
Appearance: Very pale straw in color. Clarity ranges from
clear to somewhat hazy. Large, dense, white head with poor
retention due to high acidity and low protein and hop content.
Always effervescent.
Flavor: Clean lactic sourness dominates and can be quite
strong, although not so acidic as a lambic. Some complementary bready or grainy wheat flavor is generally noticeable.
Hop bitterness is very low. A mild Brettanomyces character
may be detected, as may a restrained fruitiness (both are optional). No hop flavor. No diacetyl or DMS.
Mouthfeel: Light body. Very dry finish. Very high carbonation. No sensation of alcohol.
Overall Impression: A very pale, sour, refreshing, low-alcohol
wheat ale.
History: A regional specialty of Berlin; referred to by Napoleon's troops in 1809 as “the Champagne of the North” due to
its lively and elegant character. Only two traditional breweries
still produce the product.
Comments: In Germany, it is classified as a Schankbier denoting a small beer of starting gravity in the range 7-8°P. Often
served with the addition of a shot of sugar syrups (‘mit
schuss’) flavored with raspberry (‘himbeer’) or woodruff
(‘waldmeister’) or even mixed with Pils to counter the substantial sourness. Has been described by some as the most
purely refreshing beer in the world.
Ingredients: Wheat malt content is typically 50% of the grist
(as with all German wheat beers) with the remainder being
Pilsner malt. A symbiotic fermentation with top-fermenting
yeast and Lactobacillus delbruckii provides the sharp sourness,
which may be enhanced by blending of beers of different ages
during fermentation and by extended cool aging. Hop bitterness is extremely low. A single decoction mash with mash
hopping is traditional.
Vital Statistics:
IBUs: 3 – 8
SRM: 2 – 3
OG: 1.028 – 1.032
FG: 1.003 – 1.006
ABV: 2.8 – 3.8%
Commercial Examples: Schultheiss Berliner Weisse, Berliner
Kindl Weisse, Nodding Head Berliner Weisse, Weihenstephan
1809 (unusual in its 5% ABV), Bahnhof Berliner Style Weisse,
Southampton Berliner Weisse, Bethlehem Berliner Weisse,
Three Floyds Deesko
Aroma: Complex fruitiness with complementary malt. Fruitiness is high, and reminiscent of black cherries, oranges, plums
or red currants. There is often some vanilla and/or chocolate
notes. Spicy phenols can be present in low amounts for complexity. The sour, acidic aroma ranges from complementary to
intense. No hop aroma. Diacetyl is perceived only in very minor quantities, if at all, as a complementary aroma.
Appearance: Deep red, burgundy to reddish-brown in color.
Good clarity. White to very pale tan head. Average to good
head retention.
Flavor: Intense fruitiness commonly includes plum, orange,
black cherry or red currant flavors. A mild vanilla and/or
chocolate character is often present. Spicy phenols can be present in low amounts for complexity. Sour, acidic character
ranges from complementary to intense. Malty flavors range
from complementary to prominent. Generally as the sour
character increases, the sweet character blends to more of a
background flavor (and vice versa). No hop flavor. Restrained
hop bitterness. An acidic, tannic bitterness is often present in
low to moderate amounts, and adds an aged red wine-like
character with a long, dry finish. Diacetyl is perceived only in
very minor quantities, if at all, as a complementary flavor.
Mouthfeel: Medium bodied. Low to medium carbonation.
Low to medium astringency, like a well-aged red wine, often
with a prickly acidity. Deceivingly light and crisp on the palate
although a somewhat sweet finish is not uncommon.
Overall Impression: A complex, sour, red wine-like Belgianstyle ale.
History: The indigenous beer of West Flanders, typified by the
products of the Rodenbach brewery, established in 1820 in
West Flanders but reflective of earlier brewing traditions. The
beer is aged for up to two years, often in huge oaken barrels
which contain the resident bacteria necessary to sour the beer.
It was once common in Belgium and England to blend old
beer with young to balance the sourness and acidity found in
aged beer. While blending of batches for consistency is now
common among larger breweries, this type of blending is a
fading art.
Comments: Long aging and blending of young and well-aged
beer often occurs, adding to the smoothness and complexity,
though the aged product is sometimes released as a connoisseur’s beer. Known as the Burgundy of Belgium, it is more
wine-like than any other beer style. The reddish color is a
product of the malt although an extended, less-than-rolling
portion of the boil may help add an attractive Burgundy hue.
Aging will also darken the beer. The Flanders red is more acetic and the fruity flavors more reminiscent of a red wine than
an Oud Bruin. Can have an apparent attenuation of up to 98%.
Ingredients: A base of Vienna and/or Munich malts, light to
medium cara-malts, and a small amount of Special B are used
with up to 20% maize. Low alpha acid continental hops are
commonly used (avoid high alpha or distinctive American
hops). Saccharomyces, Lactobacillus and Brettanomyces (and
acetobacter) contribute to the fermentation and eventual flavor.
36
Vital Statistics:
IBUs: 10 – 25
SRM: 10 – 16
OG: 1.048 – 1.057
FG: 1.002 – 1.012
ABV: 4.6 – 6.5%
Commercial Examples: Rodenbach Klassiek, Rodenbach
Grand Cru, Bellegems Bruin, Duchesse de Bourgogne, New
Belgium La Folie, Petrus Oud Bruin, Southampton Flanders
Red Ale, Verhaege Vichtenaar, Monk’s Cafe Flanders Red Ale,
New Glarus Enigma, Panil Barriquée, Mestreechs Aajt
17C. Flanders Brown Ale/Oud Bruin
Aroma: Complex combination of fruity esters and rich malt
character. Esters commonly reminiscent of raisins, plums, figs,
dates, black cherries or prunes. A malt character of caramel,
toffee, orange, treacle or chocolate is also common. Spicy phenols can be present in low amounts for complexity. A sherrylike character may be present and generally denotes an aged
example. A low sour aroma may be present, and can modestly
increase with age but should not grow to a noticeable acetic/
vinegary character. Hop aroma absent. Diacetyl is perceived
only in very minor quantities, if at all, as a complementary
aroma.
Appearance: Dark reddish-brown to brown in color. Good
clarity. Average to good head retention. Ivory to light tan head
color.
Flavor: Malty with fruity complexity and some caramelization
character. Fruitiness commonly includes dark fruits such as
raisins, plums, figs, dates, black cherries or prunes. A malt
character of caramel, toffee, orange, treacle or chocolate is also
common. Spicy phenols can be present in low amounts for
complexity. A slight sourness often becomes more pronounced
in well-aged examples, along with some sherry-like character,
producing a “sweet-and-sour” profile. The sourness should
not grow to a notable acetic/vinegary character. Hop flavor
absent. Restrained hop bitterness. Low oxidation is appropriate as a point of complexity. Diacetyl is perceived only in very
minor quantities, if at all, as a complementary flavor.
Mouthfeel: Medium to medium-full body. Low to moderate
carbonation. No astringency with a sweet and tart finish.
Overall Impression: A malty, fruity, aged, somewhat sour
Belgian-style brown ale.
History: An “old ale” tradition, indigenous to East Flanders,
typified by the products of the Liefman brewery (now owned
by Riva), which has roots back to the 1600s. Historically
brewed as a “provision beer” that would develop some sourness as it aged. These beers were typically more sour than
current commercial examples. While Flanders red beers are
aged in oak, the brown beers are warm aged in stainless steel.
Comments: Long aging and blending of young and aged beer
may occur, adding smoothness and complexity and balancing
any harsh, sour character. A deeper malt character distinguishes these beers from Flanders red ales. This style was designed to lay down so examples with a moderate aged character are considered superior to younger examples. As in fruit
lambics, Oud Bruin can be used as a base for fruit-flavored
beers such as kriek (cherries) or frambozen (raspberries),
though these should be entered in the classic-style fruit beer
category. The Oud Bruin is less acetic and maltier than a Flanders Red, and the fruity flavors are more malt-oriented.
37
Ingredients: A base of Pils malt with judicious amounts of
dark cara malts and a tiny bit of black or roast malt. Often
includes maize. Low alpha acid continental hops are typical
(avoid high alpha or distinctive American hops). Saccharomyces and Lactobacillus (and acetobacter) contribute to the fermentation and eventual flavor. Lactobacillus reacts poorly to
elevated levels of alcohol. A sour mash or acidulated malt may
also be used to develop the sour character without introducing
Lactobacillus. Water high in carbonates is typical of its home
region and will buffer the acidity of darker malts and the lactic
sourness. Magnesium in the water accentuates the sourness.
Vital Statistics:
IBUs: 20 – 25
SRM: 15 – 22
OG: 1.040 – 1.074
FG: 1.008 – 1.012
ABV: 4 – 8%
Commercial Examples: Liefman’s Goudenband, Liefman’s
Odnar, Liefman’s Oud Bruin, Ichtegem Old Brown, Riva Vondel
17D. Straight (Unblended) Lambic
Aroma: A decidedly sour/acidic aroma is often dominant in
young examples, but may be more subdued with age as it
blends with aromas described as barnyard, earthy, goaty, hay,
horsey, and horse blanket. A mild oak and/or citrus aroma is
considered favorable. An enteric, smoky, cigar-like, or cheesy
aroma is unfavorable. Older versions are commonly fruity
with aromas of apples or even honey. No hop aroma. No diacetyl.
Appearance: Pale yellow to deep golden in color. Age tends to
darken the beer. Clarity is hazy to good. Younger versions are
often cloudy, while older ones are generally clear. Head retention is generally poor. Head color is white.
Flavor: Young examples are often noticeably sour and/or lactic, but aging can bring this character more in balance with the
malt, wheat and barnyard characteristics. Fruity flavors are
simpler in young lambics and more complex in the older examples, where they are reminiscent of apples or other light
fruits, rhubarb, or honey. Some oak or citrus flavor (often
grapefruit) is occasionally noticeable. An enteric, smoky or
cigar-like character is undesirable. Hop bitterness is low to
none. No hop flavor. No diacetyl.
Mouthfeel: Light to medium-light body. In spite of the low
finishing gravity, the many mouth-filling flavors prevent the
beer from tasting like water. As a rule of thumb lambic dries
with age, which makes dryness a reasonable indicator of age.
Has a medium to high tart, puckering quality without being
sharply astringent. Virtually to completely uncarbonated.
Overall Impression: Complex, sour/acidic, pale, wheat-based
ale fermented by a variety of Belgian microbiota.
History: Spontaneously fermented sour ales from the area in
and around Brussels (the Senne Valley) stem from a farmhouse
brewing tradition several centuries old. Their numbers are
constantly dwindling.
Comments: Straight lambics are single-batch, unblended
beers. Since they are unblended, the straight lambic is often a
true product of the “house character” of a brewery and will be
more variable than a gueuze. They are generally served young
(6 months) and on tap as cheap, easy-drinking beers without
any filling carbonation. Younger versions tend to be onedimensionally sour since a complex Brett character often takes
upwards of a year to develop. An enteric character is often
indicative of a lambic that is too young. A noticeable vinegary
or cidery character is considered a fault by Belgian brewers.
Since the wild yeast and bacteria will ferment ALL sugars,
they are bottled only when they have completely fermented.
Lambic is served uncarbonated, while gueuze is served effervescent. IBUs are approximate since aged hops are used; Belgians use hops for anti-bacterial properties more than bittering
in lambics.
Ingredients: Unmalted wheat (30-40%), Pilsner malt and aged
(surannes) hops (3 years) are used. The aged hops are used
more for preservative effects than bitterness, and makes actual
bitterness levels difficult to estimate. Traditionally these beers
are spontaneously fermented with naturally-occurring yeast
and bacteria in predominately oaken barrels. Home-brewed
and craft-brewed versions are more typically made with pure
cultures of yeast commonly including Saccharomyces, Brettanomyces, Pediococcus and Lactobacillus in an attempt to
recreate the effects of the dominant microbiota of Brussels and
the surrounding countryside of the Senne River valley. Cultures taken from bottles are sometimes used but there is no
simple way of knowing what organisms are still viable.
Vital Statistics:
OG: 1.040 – 1.054
IBUs: 0 – 10
FG: 1.001 – 1.010
SRM: 3 – 7
ABV: 5 – 6.5%
Commercial Examples: The only bottled version readily
available is Cantillon Grand Cru Bruocsella of whatever single
batch vintage the brewer deems worthy to bottle. De Cam
sometimes bottles their very old (5 years) lambic. In and
around Brussels there are specialty cafes that often have
draught lambics from traditional brewers or blenders such as
Boon, De Cam, Cantillon, Drie Fonteinen, Lindemans, Timmermans and Girardin.
Hop bitterness is generally absent but a very low hop bitterness may occasionally be perceived. No hop flavor. No diacetyl.
beer from tasting like water. Has a low to high tart, puckering
quality without being sharply astringent. Some versions have
a low warming character. Highly carbonated.
Overall Impression: Complex, pleasantly sour/acidic, balanced, pale, wheat-based ale fermented by a variety of Belgian
microbiota.
constantly dwindling and some are untraditionally sweetening their products (post-fermentation) to make them more
palatable to a wider audience.
Comments: Gueuze is traditionally produced by mixing one,
two, and three-year old lambic. “Young” lambic contains fermentable sugars while old lambic has the characteristic “wild”
taste of the Senne River valley. A good gueuze is not the most
pungent, but possesses a full and tantalizing bouquet, a sharp
aroma, and a soft, velvety flavor. Lambic is served uncarbonated, while gueuze is served effervescent. IBUs are approximate since aged hops are used; Belgians use hops for antibacterial properties more than bittering in lambics. Products
marked “oude” or “ville” are considered most traditional.
bitterness levels difficult to estimate. Traditionally these beers
are spontaneously fermented with naturally-occurring yeast
and bacteria in predominately oaken barrels. Home-brewed
and craft-brewed versions are more typically made with pure
cultures of yeast commonly including Saccharomyces, Brettanomyces, Pediococcus and Lactobacillus in an attempt to
recreate the effects of the dominant microbiota of Brussels and
the surrounding countryside of the Senne River valley. Cultures taken from bottles are sometimes used but there is no
simple way of knowing what organisms are still viable.
17E. Gueuze
Vital Statistics:
IBUs: 0 – 10
SRM: 3 – 7
Aroma: A moderately sour/acidic aroma blends with aromas
described as barnyard, earthy, goaty, hay, horsey, and horse
blanket. While some may be more dominantly sour/acidic,
balance is the key and denotes a better gueuze. Commonly
fruity with aromas of citrus fruits (often grapefruit), apples or
other light fruits, rhubarb, or honey. A very mild oak aroma is
considered favorable. An enteric, smoky, cigar-like, or cheesy
aroma is unfavorable. No hop aroma. No diacetyl.
Appearance: Golden in color. Clarity is excellent (unless the
bottle was shaken). A thick rocky, mousse-like, white head
seems to last forever. Always effervescent.
Flavor: A moderately sour/acidic character is classically in
balance with the malt, wheat and barnyard characteristics. A
low, complementary sweetness may be present but higher
levels are uncharacteristic. While some may be more dominantly sour, balance is the key and denotes a better gueuze. A
varied fruit flavor is common, and can have a honey-like character. A mild vanilla and/or oak flavor is occasionally noticeable. An enteric, smoky or cigar-like character is undesirable.
OG: 1.040 – 1.060
FG: 1.000 – 1.006
ABV: 5 – 8%
Commercial Examples: Boon Oude Gueuze, Boon Oude
Gueuze Mariage Parfait, De Cam Gueuze, De Cam/Drei Fonteinen Millennium Gueuze, Drie Fonteinen Oud Gueuze, Cantillon Gueuze, Hanssens Oude Gueuze, Lindemans Gueuze
Cuvée René, Girardin Gueuze (Black Label), Mort Subite (Unfiltered) Gueuze, Oud Beersel Oude Gueuze
38
17F. Fruit Lambic
Aroma: The fruit which has been added to the beer should be
the dominant aroma. A low to moderately sour/acidic character blends with aromas described as barnyard, earthy, goaty,
hay, horsey, and horse blanket (and thus should be recognizable as a lambic). The fruit aroma commonly blends with the
other aromas. An enteric, smoky, cigar-like, or cheesy aroma is
unfavorable. No hop aroma. No diacetyl.
Appearance: The variety of fruit generally determines the
color though lighter-colored fruit may have little effect on the
color. The color intensity may fade with age. Clarity is often
good, although some fruit will not drop bright. A thick rocky,
mousse-like head, sometimes a shade of fruit, is generally
long-lasting. Always effervescent.
Flavor: The fruit added to the beer should be evident. A low to
moderate sour and more commonly (sometimes high) acidic
character is present. The classic barnyard characteristics may
be low to high. When young, the beer will present its full
fruity taste. As it ages, the lambic taste will become dominant
at the expense of the fruit character—thus fruit lambics are not
intended for long aging. A low, complementary sweetness
may be present, but higher levels are uncharacteristic. A mild
vanilla and/or oak flavor is occasionally noticeable. An enteric, smoky or cigar-like character is undesirable. Hop bitterness is generally absent. No hop flavor. No diacetyl.
beer from tasting like water. Has a low to high tart, puckering
quality without being sharply astringent. Some versions have
a low warming character. Highly carbonated.
Overall Impression: Complex, fruity, pleasantly sour/acidic,
balanced, pale, wheat-based ale fermented by a variety of Belgian microbiota. A lambic with fruit, not just a fruit beer.
constantly dwindling and some are untraditionally sweetening their products (post-fermentation) with sugar or sweet
fruit to make them more palatable to a wider audience. Fruit
was traditionally added to lambic or gueuze, either by the
blender or publican, to increase the variety of beers available
in local cafes.
Comments: Fruit-based lambics are often produced like
gueuze by mixing one, two, and three-year old lambic.
“Young” lambic contains fermentable sugars while old lambic
has the characteristic “wild” taste of the Senne River valley.
Fruit is commonly added halfway through aging and the yeast
and bacteria will ferment all sugars from the fruit. Fruit may
also be added to unblended lambic. The most traditional styles
of fruit lambics include kriek (cherries), framboise (raspberries) and druivenlambik (muscat grapes). ENTRANT MUST
SPECIFY THE TYPE OF FRUIT(S) USED IN MAKING THE
LAMBIC. Any overly sweet lambics (e.g., Lindemans or Belle
Vue clones) would do better entered in the 16E Belgian Specialty category since this category does not describe beers with
that character. IBUs are approximate since aged hops are used;
Belgians use hops for anti-bacterial properties more than bittering in lambics.
bitterness levels difficult to estimate. Traditional products use
39
10-30% fruit (25%, if cherry). Fruits traditionally used include
tart cherries (with pits), raspberries or Muscat grapes. More
recent examples include peaches, apricots or merlot grapes.
Tart or acidic fruit is traditionally used as its purpose is not to
sweeten the beer but to add a new dimension. Traditionally
these beers are spontaneously fermented with naturallyoccurring yeast and bacteria in predominately oaken barrels.
Home-brewed and craft-brewed versions are more typically
made with pure cultures of yeast commonly including Saccharomyces, Brettanomyces, Pediococcus and Lactobacillus in an
attempt to recreate the effects of the dominant microbiota of
Brussels and the surrounding countryside of the Senne River
valley. Cultures taken from bottles are sometimes used but
there is no simple way of knowing what organisms are still
viable.
Vital Statistics:
OG: 1.040 – 1.060
IBUs: 0 – 10
FG: 1.000 – 1.010
SRM: 3 – 7 (varies w/ fruit) ABV: 5 – 7%
Commercial Examples: Boon Framboise Marriage Parfait,
Boon Kriek Mariage Parfait, Boon Oude Kriek, Cantillon Fou’
Foune (apricot), Cantillon Kriek, Cantillon Lou Pepe Kriek,
Cantillon Lou Pepe Framboise, Cantillon Rose de Gambrinus,
Cantillon St. Lamvinus (merlot grape), Cantillon Vigneronne
(Muscat grape), De Cam Oude Kriek, Drie Fonteinen Kriek,
Girardin Kriek, Hanssens Oude Kriek, Oud Beersel Kriek,
Mort Subite Kriek
18B. Belgian Dubbel
18A. Belgian Blond Ale
Aroma: Light earthy or spicy hop nose, along with a lightly
sweet Pils malt character. Shows a subtle yeast character that
may include spicy phenolics, perfumy or honey-like alcohol,
or yeasty, fruity esters (commonly orange-like or lemony).
Light sweetness that may have a slightly sugar-like character.
Subtle yet complex.
Appearance: Light to deep gold color. Generally very clear.
Large, dense, and creamy white to off-white head. Good head
retention with Belgian lace.
Flavor: Smooth, light to moderate Pils malt sweetness initially,
but finishes medium-dry to dry with some smooth alcohol
becoming evident in the aftertaste. Medium hop and alcohol
bitterness to balance. Light hop flavor, can be spicy or earthy.
Very soft yeast character (esters and alcohols, which are sometimes perfumy or orange/lemon-like). Light spicy phenolics
optional. Some lightly caramelized sugar or honey-like sweetness on palate.
Mouthfeel: Medium-high to high carbonation, can give
mouth-filling bubbly sensation. Medium body. Light to moderate alcohol warmth, but smooth. Can be somewhat creamy.
Overall Impression: A moderate-strength golden ale that has
a subtle Belgian complexity, slightly sweet flavor, and dry finish.
History: Relatively recent development to further appeal to
European Pils drinkers, becoming more popular as it is widely
marketed and distributed.
Comments: Similar strength as a dubbel, similar character as a
Belgian Strong Golden Ale or Tripel, although a bit sweeter
and not as bitter. Often has an almost lager-like character,
which gives it a cleaner profile in comparison to the other
styles. Belgians use the term “Blond,” while the French spell it
“Blonde.” Most commercial examples are in the 6.5 – 7% ABV
range. Many Trappist table beers (singles or Enkels) are called
“Blond” but these are not representative of this style.
Ingredients: Belgian Pils malt, aromatic malts, sugar, Belgian
yeast strains that produce complex alcohol, phenolics and
perfumy esters, noble, Styrian Goldings or East Kent Goldings
hops. No spices are traditionally used, although the ingredients and fermentation by-products may give an impression of
spicing (often reminiscent of oranges or lemons).
Vital Statistics:
IBUs: 15 – 30
SRM: 4 – 7
OG: 1.062 – 1.075
FG: 1.008 – 1.018
ABV: 6 – 7.5%
Commercial Examples: Leffe Blond, Affligem Blond, La
Trappe (Koningshoeven) Blond, Grimbergen Blond, Val-Dieu
Blond, Straffe Hendrik Blonde, Brugse Zot, Pater Lieven Blond
Abbey Ale, Troubadour Blond Ale
Aroma: Complex, rich malty sweetness; malt may have hints
of chocolate, caramel and/or toast (but never roasted or burnt
aromas). Moderate fruity esters (usually including raisins and
plums, sometimes also dried cherries). Esters sometimes include banana or apple. Spicy phenols and higher alcohols are
common (may include light clove and spice, peppery, rose-like
and/or perfumy notes). Spicy qualities can be moderate to
very low. Alcohol, if present, is soft and never hot or solventy.
A small number of examples may include a low noble hop
aroma, but hops are usually absent. No diacetyl.
Appearance: Dark amber to copper in color, with an attractive
reddish depth of color. Generally clear. Large, dense, and longlasting creamy off-white head.
Flavor: Similar qualities as aroma. Rich, complex medium to
medium-full malty sweetness on the palate yet finishes moderately dry. Complex malt, ester, alcohol and phenol interplay
(raisiny flavors are common; dried fruit flavors are welcome;
clove-like spiciness is optional). Balance is always toward the
malt. Medium-low bitterness that doesn’t persist into the finish. Low noble hop flavor is optional and not usually present.
No diacetyl. Should not be as malty as a bock and should not
have crystal malt-type sweetness. No spices.
Mouthfeel: Medium-full body. Medium-high carbonation,
which can influence the perception of body. Low alcohol
warmth. Smooth, never hot or solventy.
Overall Impression: A deep reddish, moderately strong,
malty, complex Belgian ale.
History: Originated at monasteries in the Middle Ages, and
was revived in the mid-1800s after the Napoleonic era.
Comments: Most commercial examples are in the 6.5 – 7%
ABV range. Traditionally bottle-conditioned (“refermented in
the bottle”).
Ingredients: Belgian yeast strains prone to production of
higher alcohols, esters, and phenolics are commonly used.
Water can be soft to hard. Impression of complex grain bill,
although traditional versions are typically Belgian Pils malt
with caramelized sugar syrup or other unrefined sugars providing much of the character. Homebrewers may use Belgian
Pils or pale base malt, Munich-type malts for maltiness, Special B for raisin flavors, CaraVienne or CaraMunich for dried
fruit flavors, other specialty grains for character. Dark caramelized sugar syrup or sugars for color and rum-raisin flavors. Noble-type, English-type or Styrian Goldings hops
commonly used. No spices are traditionally used, although
restrained use is allowable.
Vital Statistics:
IBUs: 15 – 25
SRM: 10 – 17
OG: 1.062 – 1.075
FG: 1.008 – 1.018
ABV: 6 – 7.6%
Commercial Examples: Westmalle Dubbel, St. Bernardus Pater 6, La Trappe Dubbel, Corsendonk Abbey Brown Ale,
Grimbergen Double, Affligem Dubbel, Chimay Premiere
(Red), Pater Lieven Bruin, Duinen Dubbel, St. Feuillien Brune,
New Belgium Abbey Belgian Style Ale, Stoudts Abbey Double
Ale, Russian River Benediction, Flying Fish Dubbel, Lost Abbey Lost and Found Abbey Ale, Allagash Double
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18C. Belgian Tripel
18D. Belgian Golden Strong Ale
Aroma: Complex with moderate to significant spiciness, moderate fruity esters and low alcohol and hop aromas. Generous
spicy, peppery, sometimes clove-like phenols. Esters are often
reminiscent of citrus fruits such as oranges, but may sometimes have a slight banana character. A low yet distinctive
spicy, floral, sometimes perfumy hop character is usually
found. Alcohols are soft, spicy and low in intensity. No hot
alcohol or solventy aromas. The malt character is light. No
diacetyl.
Appearance: Deep yellow to deep gold in color. Good clarity.
Effervescent. Long-lasting, creamy, rocky, white head resulting
in characteristic “Belgian lace” on the glass as it fades.
Flavor: Marriage of spicy, fruity and alcohol flavors supported
by a soft malt character. Low to moderate phenols are peppery
in character. Esters are reminiscent of citrus fruit such as orange or sometimes lemon. A low to moderate spicy hop character is usually found. Alcohols are soft, spicy, often a bit
sweet and low in intensity. Bitterness is typically medium to
high from a combination of hop bitterness and yeast-produced
phenolics. Substantial carbonation and bitterness lends a dry
finish with a moderately bitter aftertaste. No diacetyl.
Mouthfeel: Medium-light to medium body, although lighter
than the substantial gravity would suggest (thanks to sugar
and high carbonation). High alcohol content adds a pleasant
creaminess but little to no obvious warming sensation. No hot
alcohol or solventy character. Always effervescent. Never astringent.
Overall Impression: Strongly resembles a Strong Golden Ale
but slightly darker and somewhat fuller-bodied. Usually has a
more rounded malt flavor but should not be sweet.
History: Originally popularized by the Trappist monastery at
Westmalle.
Comments: High in alcohol but does not taste strongly of alcohol. The best examples are sneaky, not obvious. High carbonation and attenuation helps to bring out the many flavors
and to increase the perception of a dry finish. Most Trappist
versions have at least 30 IBUs and are very dry. Traditionally
bottle-conditioned (“refermented in the bottle”).
Ingredients: The light color and relatively light body for a
beer of this strength are the result of using Pilsner malt and up
to 20% white sugar. Noble hops or Styrian Goldings are commonly used. Belgian yeast strains are used – those that produce fruity esters, spicy phenolics and higher alcohols – often
aided by slightly warmer fermentation temperatures. Spice
additions are generally not traditional, and if used, should not
be recognizable as such. Fairly soft water.
Aroma: Complex with significant fruity esters, moderate
spiciness and low to moderate alcohol and hop aromas. Esters
are reminiscent of lighter fruits such as pears, oranges or apples. Moderate spicy, peppery phenols. A low to moderate yet
distinctive perfumy, floral hop character is often present. Alcohols are soft, spicy, perfumy and low-to-moderate in intensity. No hot alcohol or solventy aromas. The malt character is
light. No diacetyl.
Appearance: Yellow to medium gold in color. Good clarity.
Effervescent. Massive, long-lasting, rocky, often beady, white
head resulting in characteristic “Belgian lace” on the glass as it
fades.
Flavor: Marriage of fruity, spicy and alcohol flavors supported
by a soft malt character. Esters are reminiscent of pears, oranges or apples. Low to moderate phenols are peppery in
character. A low to moderate spicy hop character is often present. Alcohols are soft, spicy, often a bit sweet and are low-tomoderate in intensity. Bitterness is typically medium to high
from a combination of hop bitterness and yeast-produced
phenolics. Substantial carbonation and bitterness leads to a
dry finish with a low to moderately bitter aftertaste. No diacetyl.
Mouthfeel: Very highly carbonated. Light to medium body,
although lighter than the substantial gravity would suggest
(thanks to sugar and high carbonation). Smooth but noticeable
alcohol warmth. No hot alcohol or solventy character. Always
effervescent. Never astringent.
Overall Impression: A golden, complex, effervescent, strong
Belgian-style ale.
History: Originally developed by the Moortgat brewery after
WWII as a response to the growing popularity of Pilsner beers.
Comments: Strongly resembles a Tripel, but may be even
paler, lighter-bodied and even crisper and drier. The drier finish and lighter body also serves to make the assertive hopping
and spiciness more prominent. References to the devil are included in the names of many commercial examples of this
style, referring to their potent alcoholic strength and as a tribute to the original example (Duvel). The best examples are
complex and delicate. High carbonation helps to bring out the
many flavors and to increase the perception of a dry finish.
Traditionally bottle-conditioned (“refermented in the bottle”).
Ingredients: The light color and relatively light body for a
beer of this strength are the result of using Pilsner malt and up
to 20% white sugar. Noble hops or Styrian Goldings are commonly used. Belgian yeast strains are used – those that produce fruity esters, spicy phenolics and higher alcohols – often
aided by slightly warmer fermentation temperatures. Fairly
soft water.
Vital Statistics:
IBUs: 20 – 40
SRM: 4.5 – 7 OG: 1.075 – 1.085
FG: 1.008 – 1.014
ABV: 7.5 – 9.5%
Commercial Examples: Westmalle Tripel, La Rulles Tripel, St.
Bernardus Tripel, Chimay Cinq Cents (White), Watou Tripel,
Val-Dieu Triple, Affligem Tripel, Grimbergen Tripel, La Trappe
Tripel, Witkap Pater Tripel, Corsendonk Abbey Pale Ale, St.
Feuillien Tripel, Bink Tripel, Tripel Karmeliet, New Belgium
Trippel, Unibroue La Fin du Monde, Dragonmead Final Absolution, Allagash Tripel Reserve, Victory Golden Monkey
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Vital Statistics:
IBUs: 22 – 35
SRM: 3 – 6
OG: 1.070 – 1.095
FG: 1.005 – 1.016
ABV: 7.5 – 10.5%
Commercial Examples: Duvel, Russian River Damnation,
Hapkin, Lucifer, Brigand, Judas, Delirium Tremens, Dulle
Teve, Piraat, Great Divide Hades, Avery Salvation, North
Coast Pranqster, Unibroue Eau Benite, AleSmith Horny Devil
18E. Belgian Dark Strong Ale
Aroma: Complex, with a rich malty sweetness, significant esters and alcohol, and an optional light to moderate spiciness.
The malt is rich and strong, and can have a Munich-type quality often with a caramel, toast and/or bready aroma. The
fruity esters are strong to moderately low, and can contain
raisin, plum, dried cherry, fig or prune notes. Spicy phenols
may be present, but usually have a peppery quality not clovelike. Alcohols are soft, spicy, perfumy and/or rose-like, and
are low to moderate in intensity. Hops are not usually present
(but a very low noble hop aroma is acceptable). No diacetyl.
No dark/roast malt aroma. No hot alcohols or solventy aromas. No recognizable spice additions.
Appearance: Deep amber to deep coppery-brown in color
(“dark” in this context implies “more deeply colored than
golden”). Huge, dense, moussy, persistent cream- to light tancolored head. Can be clear to somewhat hazy.
Flavor: Similar to aroma (same malt, ester, phenol, alcohol,
hop and spice comments apply to flavor as well). Moderately
malty or sweet on palate. Finish is variable depending on interpretation (authentic Trappist versions are moderately dry to
dry, Abbey versions can be medium-dry to sweet). Low bitterness for a beer of this strength; alcohol provides some of the
balance to the malt. Sweeter and more full-bodied beers will
have a higher bitterness level to balance. Almost all versions
are malty in the balance, although a few are lightly bitter. The
complex and varied flavors should blend smoothly and harmoniously.
Mouthfeel: High carbonation but no carbonic acid “bite.”
Smooth but noticeable alcohol warmth. Body can be variable
depending on interpretation (authentic Trappist versions tend
to be medium-light to medium, while Abbey-style beers can
be quite full and creamy).
Overall Impression: A dark, very rich, complex, very strong
Belgian ale. Complex, rich, smooth and dangerous.
History: Most versions are unique in character reflecting characteristics of individual breweries.
Comments: Authentic Trappist versions tend to be drier (Belgians would say “more digestible”) than Abbey versions,
which can be rather sweet and full-bodied. Higher bitterness
is allowable in Abbey-style beers with a higher FG.
Barleywine-type beers (e.g., Scaldis/Bush, La Trappe Quadrupel, Weyerbacher QUAD) and Spiced/Christmas-type beers
(e.g., N’ice Chouffe, Affligem Nöel) should be entered in the
Belgian Specialty Ale category (16E), not this category. Traditionally bottle-conditioned (“refermented in the bottle”).
Ingredients: Belgian yeast strains prone to production of
higher alcohols, esters, and sometimes phenolics are commonly used. Water can be soft to hard. Impression of a complex grain bill, although many traditional versions are quite
simple, with caramelized sugar syrup or unrefined sugars and
yeast providing much of the complexity. Homebrewers may
use Belgian Pils or pale base malt, Munich-type malts for
maltiness, other Belgian specialty grains for character. Caramelized sugar syrup or unrefined sugars lightens body and
adds color and flavor (particularly if dark sugars are used).
Noble-type, English-type or Styrian Goldings hops commonly
used. Spices generally not used; if used, keep subtle and in the
background. Avoid US/UK crystal type malts (these provide
the wrong type of sweetness).
Vital Statistics:
IBUs: 20 – 35
SRM: 12 – 22
OG: 1.075 – 1.110
FG: 1.010 – 1.024
ABV: 8 – 11%
Commercial Examples: Westvleteren 12 (yellow cap), Rochefort 10 (blue cap), St. Bernardus Abt 12, Gouden Carolus
Grand Cru of the Emperor, Achel Extra Brune, Rochefort 8
(green cap), Southampton Abbot 12, Chimay Grande Reserve
(Blue), Brasserie des Rocs Grand Cru, Gulden Draak, Kasteelbier Bière du Chateau Donker, Lost Abbey Judgment Day,
Russian River Salvation
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19. STRONG ALE
19A. Old Ale
Aroma: Malty-sweet with fruity esters, often with a complex
blend of dried-fruit, vinous, caramelly, molasses, nutty, toffee,
treacle, and/or other specialty malt aromas. Some alcohol and
oxidative notes are acceptable, akin to those found in Sherry
or Port. Hop aromas not usually present due to extended aging.
Appearance: Light amber to very dark reddish-brown color
(most are fairly dark). Age and oxidation may darken the beer
further. May be almost opaque (if not, should be clear). Moderate to low cream- to light tan-colored head; may be adversely affected by alcohol and age.
Flavor: Medium to high malt character with a luscious malt
complexity, often with nutty, caramelly and/or molasses-like
flavors. Light chocolate or roasted malt flavors are optional,
but should never be prominent. Balance is often malty-sweet,
but may be well hopped (the impression of bitterness often
depends on amount of aging). Moderate to high fruity esters
are common, and may take on a dried-fruit or vinous character. The finish may vary from dry to somewhat sweet. Extended aging may contribute oxidative flavors similar to a fine
old Sherry, Port or Madeira. Alcoholic strength should be evident, though not overwhelming. Diacetyl low to none. Some
wood-aged or blended versions may have a lactic or Brettanomyces character; but this is optional and should not be too
strong (enter as a specialty beer if it is).
Mouthfeel: Medium to full, chewy body, although older examples may be lower in body due to continued attenuation
during conditioning. Alcohol warmth is often evident and
always welcome. Low to moderate carbonation, depending on
age and conditioning.
Overall Impression: An ale of significant alcoholic strength,
bigger than strong bitters and brown porters, though usually
not as strong or rich as barleywine. Usually tilted toward a
sweeter, maltier balance. “It should be a warming beer of the
type that is best drunk in half pints by a warm fire on a cold
winter’s night” – Michael Jackson.
History: A traditional English ale style, mashed at higher temperatures than strong ales to reduce attenuation, then aged at
the brewery after primary fermentation (similar to the process
used for historical porters). Often had age-related character
(lactic, Brett, oxidation, leather) associated with “stale” beers.
Used as stock ales for blending or enjoyed at full strength
(stale or stock refers to beers that were aged or stored for a
significant period of time). Winter warmers are a more modern style that are maltier, fuller-bodied, often darker beers that
may be a brewery’s winter seasonal special offering.
Comments: Strength and character varies widely. Fits in the
style space between normal gravity beers (strong bitters,
brown porters) and barleywines. Can include winter warmers,
strong dark milds, strong (and perhaps darker) bitters,
blended strong beers (stock ale blended with a mild or bitter),
and lower gravity versions of English barleywines. Many English examples, particularly winter warmers, are lower than 6%
ABV.
Ingredients: Generous quantities of well-modified pale malt
(generally English in origin, though not necessarily so), along
with judicious quantities of caramel malts and other specialty
character malts. Some darker examples suggest that dark
43
malts (e.g., chocolate, black malt) may be appropriate, though
sparingly so as to avoid an overly roasted character. Adjuncts
(such as molasses, treacle, invert sugar or dark sugar) are often
used, as are starchy adjuncts (maize, flaked barley, wheat) and
malt extracts. Hop variety is not as important, as the relative
balance and aging process negate much of the varietal character. British ale yeast that has low attenuation, but can handle
higher alcohol levels, is traditional.
Vital Statistics:
IBUs: 30 – 60
SRM: 10 – 22
OG: 1.060 – 1.090
FG: 1.015 – 1.022
ABV: 6 – 9%
Commercial Examples: Gale’s Prize Old Ale, Burton Bridge
Olde Expensive, Marston Owd Roger, Greene King Olde Suffolk Ale , J.W. Lees Moonraker, Harviestoun Old Engine Oil,
Fuller’s Vintage Ale, Harvey’s Elizabethan Ale, Theakston Old
Peculier (peculiar at OG 1.057), Young's Winter Warmer, Sarah
Hughes Dark Ruby Mild, Samuel Smith’s Winter Welcome,
Fuller’s 1845, Fuller’s Old Winter Ale, Great Divide Hibernation Ale, Founders Curmudgeon, Cooperstown Pride of Milford Special Ale, Coniston Old Man Ale, Avery Old Jubilation
19B. English Barleywine
Aroma: Very rich and strongly malty, often with a caramel-like
aroma. May have moderate to strong fruitiness, often with a
dried-fruit character. English hop aroma may range from mild
to assertive. Alcohol aromatics may be low to moderate, but
never harsh, hot or solventy. The intensity of these aromatics
often subsides with age. The aroma may have a rich character
including bready, toasty, toffee, molasses, and/or treacle notes.
Aged versions may have a sherry-like quality, possibly vinous
or port-like aromatics, and generally more muted malt aromas. Low to no diacetyl.
Appearance: Color may range from rich gold to very dark
amber or even dark brown. Often has ruby highlights, but
should not be opaque. Low to moderate off-white head; may
have low head retention. May be cloudy with chill haze at
cooler temperatures, but generally clears to good to brilliant
clarity as it warms. The color may appear to have great depth,
as if viewed through a thick glass lens. High alcohol and viscosity may be visible in “legs” when beer is swirled in a glass.
Flavor: Strong, intense, complex, multi-layered malt flavors
ranging from bready and biscuity through nutty, deep toast,
dark caramel, toffee, and/or molasses. Moderate to high malty
sweetness on the palate, although the finish may be moderately sweet to moderately dry (depending on aging). Some
oxidative or vinous flavors may be present, and often complex
alcohol flavors should be evident. Alcohol flavors shouldn’t be
harsh, hot or solventy. Moderate to fairly high fruitiness, often
with a dried-fruit character. Hop bitterness may range from
just enough for balance to a firm presence; balance therefore
ranges from malty to somewhat bitter. Low to moderately
high hop flavor (usually UK varieties). Low to no diacetyl.
Mouthfeel: Full-bodied and chewy, with a velvety, luscious
texture (although the body may decline with long conditioning). A smooth warmth from aged alcohol should be present,
and should not be hot or harsh. Carbonation may be low to
moderate, depending on age and conditioning.
Overall Impression: The richest and strongest of the English
Ales. A showcase of malty richness and complex, intense flavors. The character of these ales can change significantly over
time; both young and old versions should be appreciated for
what they are. The malt profile can vary widely; not all examples will have all possible flavors or aromas.
History: Usually the strongest ale offered by a brewery, and in
recent years many commercial examples are now vintagedated. Normally aged significantly prior to release. Often associated with the winter or holiday season.
Comments: Although often a hoppy beer, the English Barleywine places less emphasis on hop character than the American
Barleywine and features English hops. English versions can be
darker, maltier, fruitier, and feature richer specialty malt flavors than American Barleywines.
Ingredients: Well-modified pale malt should form the backbone of the grist, with judicious amounts of caramel malts.
Dark malts should be used with great restraint, if at all, as
most of the color arises from a lengthy boil. English hops such
as Northdown, Target, East Kent Goldings and Fuggles. Characterful English yeast.
Vital Statistics:
IBUs: 35 – 70
SRM: 8 – 22
OG: 1.080 – 1.120
FG: 1.018 – 1.030
ABV: 8 – 12%
Commercial Examples: Thomas Hardy’s Ale, Burton Bridge
Thomas Sykes Old Ale, J.W. Lee’s Vintage Harvest Ale, Robinson’s Old Tom, Fuller’s Golden Pride, AleSmith Old Numbskull, Young’s Old Nick (unusual in its 7.2% ABV), Whitbread
Gold Label, Old Dominion Millenium, North Coast Old Stock
Ale (when aged), Weyerbacher Blithering Idiot
19C. American Barleywine
Aroma: Very rich and intense maltiness. Hop character moderate to assertive and often showcases citrusy or resiny American varieties (although other varieties, such as floral, earthy or
spicy English varieties or a blend of varieties, may be used).
Low to moderately strong fruity esters and alcohol aromatics.
Malt character may be sweet, caramelly, bready, or fairly neutral. However, the intensity of aromatics often subsides with
age. No diacetyl.
Appearance: Color may range from light amber to medium
copper; may rarely be as dark as light brown. Often has ruby
highlights. Moderately-low to large off-white to light tan head;
may have low head retention. May be cloudy with chill haze
at cooler temperatures, but generally clears to good to brilliant
clarity as it warms. The color may appear to have great depth,
as if viewed through a thick glass lens. High alcohol and viscosity may be visible in “legs” when beer is swirled in a glass.
Flavor: Strong, intense malt flavor with noticeable bitterness.
Moderately low to moderately high malty sweetness on the
palate, although the finish may be somewhat sweet to quite
dry (depending on aging). Hop bitterness may range from
moderately strong to aggressive. While strongly malty, the
balance should always seem bitter. Moderate to high hop flavor (any variety). Low to moderate fruity esters. Noticeable
alcohol presence, but sharp or solventy alcohol flavors are
undesirable. Flavors will smooth out and decline over time,
but any oxidized character should be muted (and generally be
masked by the hop character). May have some bready or
caramelly malt flavors, but these should not be high. Roasted
or burnt malt flavors are inappropriate. No diacetyl.
Mouthfeel: Full-bodied and chewy, with a velvety, luscious
texture (although the body may decline with long conditioning). Alcohol warmth should be present, but not be excessively
hot. Should not be syrupy and under-attenuated. Carbonation
may be low to moderate, depending on age and conditioning.
Overall Impression: A well-hopped American interpretation
of the richest and strongest of the English ales. The hop character should be evident throughout, but does not have to be
unbalanced. The alcohol strength and hop bitterness often
combine to leave a very long finish.
History: Usually the strongest ale offered by a brewery, and in
recent years many commercial examples are now vintagedated. Normally aged significantly prior to release. Often associated with the winter or holiday season.
Comments: The American version of the Barleywine tends to
have a greater emphasis on hop bitterness, flavor and aroma
than the English Barleywine, and often features American hop
varieties. Differs from an Imperial IPA in that the hops are not
extreme, the malt is more forward, and the body is richer and
more characterful.
44
Ingredients: Well-modified pale malt should form the backbone of the grist. Some specialty or character malts may be
used. Dark malts should be used with great restraint, if at all,
as most of the color arises from a lengthy boil. Citrusy American hops are common, although any varieties can be used in
quantity. Generally uses an attenuative American yeast.
Vital Statistics:
IBUs: 50 – 120
SRM: 10 – 19
OG: 1.080 – 1.120
FG: 1.016 – 1.030
ABV: 8 – 12%
Commercial Examples: Sierra Nevada Bigfoot, Great Divide
Old Ruffian, Victory Old Horizontal, Rogue Old Crustacean,
Avery Hog Heaven Barleywine, Bell’s Third Coast Old Ale,
Anchor Old Foghorn, Three Floyds Behemoth, Stone Old
Guardian, Bridgeport Old Knucklehead, Hair of the Dog Doggie Claws, Lagunitas Olde GnarleyWine, Smuttynose Barleywine, Flying Dog Horn Dog
20. FRUIT BEER
Aroma: The distinctive aromatics associated with the particular fruit(s) should be noticeable in the aroma; however, note
that some fruit (e.g., raspberries, cherries) have stronger aromas and are more distinctive than others (e.g., blueberries,
strawberries)—allow for a range of fruit character and intensity from subtle to aggressive. The fruit character should be
pleasant and supportive, not artificial and inappropriately
overpowering (considering the character of the fruit) nor
should it have defects such as oxidation. As with all specialty
beers, a proper fruit beer should be a harmonious balance of
the featured fruit(s) with the underlying beer style. Aroma
hops, yeast by-products and malt components of the underlying beer may not be as noticeable when fruit are present.
These components (especially hops) may also be intentionally
subdued to allow the fruit character to come through in the
final presentation. If the base beer is an ale then a non-specific
fruitiness and/or other fermentation by-products such as diacetyl may be present as appropriate for warmer fermentations. If the base beer is a lager, then overall less fermentation
byproducts would be appropriate. Some malt aroma may be
desirable, especially in dark styles. Hop aroma may be absent
or balanced with fruit, depending on the style. The fruit
should add an extra complexity to the beer, but not be so
prominent as to unbalance the resulting presentation. Some
tartness may be present if naturally occurring in the particular
fruit(s), but should not be inappropriately intense.
Appearance: Appearance should be appropriate to the base
beer being presented and will vary depending on the base
beer. For lighter-colored beers with fruits that exhibit distinctive colors, the color should be noticeable. Note that the color
of fruit in beer is often lighter than the flesh of the fruit itself
and may take on slightly different shades. Fruit beers may
have some haze or be clear, although haze is a generally undesirable. The head may take on some of the color of the fruit.
Flavor: As with aroma, the distinctive flavor character associated with the particular fruit(s) should be noticeable, and may
range in intensity from subtle to aggressive. The balance of
fruit with the underlying beer is vital, and the fruit character
should not be so artificial and/or inappropriately overpowering as to suggest a fruit juice drink. Hop bitterness, flavor,
45
malt flavors, alcohol content, and fermentation by-products,
such as esters or diacetyl, should be appropriate to the base
beer and be harmonious and balanced with the distinctive
fruit flavors present. Note that these components (especially
hops) may be intentionally subdued to allow the fruit character to come through in the final presentation. Some tartness
may be present if naturally occurring in the particular fruit(s),
but should not be inappropriately intense. Remember that
fruit generally add flavor not sweetness to fruit beers. The
sugar found in fruit is usually fully fermented and contributes
to lighter flavors and a drier finish than might be expected for
the declared base style. However, residual sweetness is not
necessarily a negative characteristic unless it has a raw, unfermented quality.
Mouthfeel: Mouthfeel may vary depending on the base beer
selected and as appropriate to that base beer. Body and carbonation levels should be appropriate to the base beer style
being presented. Fruit generally adds fermentables that tend
to thin out the beer; the resulting beer may seem lighter than
expected for the declared base style.
Overall Impression: A harmonious marriage of fruit and beer.
The key attributes of the underlying style will be different
with the addition of fruit; do not expect the base beer to taste
the same as the unadulterated version. Judge the beer based
on the pleasantness and balance of the resulting combination.
Comments: Overall balance is the key to presenting a wellmade fruit beer. The fruit should complement the original
style and not overwhelm it. The brewer should recognize that
some combinations of base beer styles and fruits work well
together while others do not make for harmonious combinations. THE ENTRANT MUST SPECIFY THE UNDERLYING
BEER STYLE AS WELL AS THE TYPE OF FRUIT(S) USED.
IF THIS BEER IS BASED ON A CLASSIC STYLE (E.G.,
BLONDE ALE) THEN THE SPECIFIC STYLE MUST BE
SPECIFIED. CLASSIC STYLES DO NOT HAVE TO BE
CITED (E.G., “PORTER” OR “WHEAT ALE” IS ACCEPTABLE). THE TYPE OF FRUIT(S) MUST ALWAYS BE SPECIFIED. If the base beer is a classic style, the original style
should come through in aroma and flavor. Note that fruitbased lambics should be entered in the Fruit Lambic category
(17F), while other fruit-based Belgian specialties should be
entered in the Belgian Specialty Ale category (16E). Aged fruit
may sometimes have flavor and aroma characteristics similar
to Sauternes, Sherry or Tokaj, but a beer with a quality such as
this should make a special claim (e.g., amontillado, fino, botrytis). Beer with chile peppers should be entered in the Spice/
Herb/Vegetable Beer category (21A).
Vital Statistics: OG, FG, IBUs, SRM and ABV will vary depending on the underlying base beer, but the fruit will often
be reflected in the color.
Commercial Examples: New Glarus Belgian Red and Raspberry Tart, Bell’s Cherry Stout, Dogfish Head Aprihop, Great
Divide Wild Raspberry Ale, Founders Rübæus, Ebulum Elderberry Black Ale, Stiegl Radler, Weyerbacher Raspberry Imperial Stout, Abita Purple Haze, Melbourne Apricot Beer and
Strawberry Beer, Saxer Lemon Lager, Magic Hat #9, Grozet
Gooseberry and Wheat Ale, Pyramid Apricot Ale, Dogfish
Head Fort
21A. Spice, Herb, or Vegetable Beer
Aroma: The character of the particular spices, herbs and/or
vegetables (SHV) should be noticeable in the aroma; however,
note that some SHV (e.g., ginger, cinnamon) have stronger
aromas and are more distinctive than others (e.g., some vegetables)—allow for a range of SHV character and intensity from
subtle to aggressive. The individual character of the SHV(s)
may not always be identifiable when used in combination. The
SHV character should be pleasant and supportive, not artificial and overpowering. As with all specialty beers, a proper
SHV beer should be a harmonious balance of the featured
SHV(s) with the underlying beer style. Aroma hops, yeast byproducts and malt components of the underlying beer may
not be as noticeable when SHV are present. These components
(especially hops) may also be intentionally subdued to allow
the SHV character to come through in the final presentation. If
the base beer is an ale then a non-specific fruitiness and/or
other fermentation by-products such as diacetyl may be present as appropriate for warmer fermentations. If the base beer
is a lager, then overall less fermentation byproducts would be
appropriate. Some malt aroma is preferable, especially in dark
styles. Hop aroma may be absent or balanced with SHV, depending on the style. The SHV(s) should add an extra complexity to the beer, but not be so prominent as to unbalance the
resulting presentation.
beer. For lighter-colored beers with spices, herbs or vegetables
that exhibit distinctive colors, the colors may be noticeable in
the beer and possibly the head. May have some haze or be
clear. Head formation may be adversely affected by some ingredients, such as chocolate.
Flavor: As with aroma, the distinctive flavor character associated with the particular SHV(s) should be noticeable, and may
range in intensity from subtle to aggressive. The individual
character of the SHV(s) may not always be identifiable when
used in combination. The balance of SHV with the underlying
beer is vital, and the SHV character should not be so artificial
and/or overpowering as to overwhelm the beer. Hop bitterness, flavor, malt flavors, alcohol content, and fermentation
by-products, such as esters or diacetyl, should be appropriate
to the base beer and be harmonious and balanced with the
distinctive SHV flavors present. Note that these components
(especially hops) may be intentionally subdued to allow the
SHV character to come through in the final presentation. Some
SHV(s) are inherently bitter and may result in a beer more
bitter than the declared base style.
selected and as appropriate to that base beer. Body and carbonation levels should be appropriate to the base beer style
being presented. Some SHV(s) may add additional body and/
or slickness, although fermentable additions may thin out the
beer. Some SHV(s) may add a bit of astringency, although a
“raw” spice character is undesirable.
Overall Impression: A harmonious marriage of spices, herbs
and/or vegetables and beer. The key attributes of the underlying style will be different with the addition of spices, herbs
and/or vegetables; do not expect the base beer to taste the
same as the unadulterated version. Judge the beer based on
the pleasantness and balance of the resulting combination.
Comments: Overall balance is the key to presenting a wellmade spice, herb or vegetable (SHV) beer. The SHV(s) should
complement the original style and not overwhelm it. The
brewer should recognize that some combinations of base beer
styles and SHV(s) work well together while others do not
make for harmonious combinations. THE ENTRANT MUST
SPECIFY THE UNDERLYING BEER STYLE AS WELL AS
THE TYPE OF SPICES, HERBS, OR VEGETABLES USED.
IF THIS BEER IS BASED ON A CLASSIC STYLE (E.G.,
BLONDE ALE) THEN THE SPECIFIC STYLE MUST BE
SPECIFIED. CLASSIC STYLES DO NOT HAVE TO BE
CITED (E.G., “PORTER” OR “WHEAT ALE” IS ACCEPTABLE). THE TYPE OF SPICES, HERBS, OR VEGETABLES
MUST ALWAYS BE SPECIFIED. If the base beer is a classic
style, the original style should come through in aroma and
flavor. The individual character of SHV(s) may not always be
identifiable when used in combination. This category may also
be used for chile pepper, coffee-, chocolate-, or nut-based beers
(including combinations of these items). Note that many spicebased Belgian specialties may be entered in Category 16E.
Beers that only have additional fermentables (honey, maple
syrup, molasses, sugars, treacle, etc.) should be entered in the
Specialty Beer category.
Vital Statistics: OG, FG, IBUs, SRM and ABV will vary depending on the underlying base beer.
Commercial Examples: Alesmith Speedway Stout, Founders
Breakfast Stout, Traquair Jacobite Ale, Rogue Chipotle Ale,
Young’s Double Chocolate Stout, Bell’s Java Stout, Fraoch
Heather Ale, Southampton Pumpkin Ale, Rogue Hazelnut
Nectar, Hitachino Nest Real Ginger Ale, Breckenridge Vanilla
Porter, Left Hand JuJu Ginger Beer, Dogfish Head Punkin Ale,
Dogfish Head Midas Touch, Redhook Double Black Stout,
Buffalo Bill's Pumpkin Ale, BluCreek Herbal Ale, Christian
Moerlein Honey Almond, Rogue Chocolate Stout, Birrificio
Baladin Nora, Cave Creek Chili Beer
46
21B. Christmas/Winter Specialty Spiced Beer
Aroma: A wide range of aromatics is possible, although many
examples are reminiscent of Christmas cookies, gingerbread,
English-type Christmas pudding, spruce trees, or mulling
spices. Any combination of aromatics that suggests the holiday season is welcome. The base beer style often has a malty
profile that supports the balanced presentation of the aromatics from spices and possibly other special ingredients. Additional fermentables (e.g., honey, molasses, maple syrup, etc.)
may lend their own unique aromatics. Hop aromatics are often
absent, subdued, or slightly spicy. Some fruit character (often
of dried citrus peel, or dried fruit such as raisins or plums) is
optional but acceptable. Alcohol aromatics may be found in
some examples, but this character should be restrained. The
overall aroma should be balanced and harmonious, and is
often fairly complex and inviting.
Appearance: Generally medium amber to very dark brown
(darker versions are more common). Usually clear, although
darker versions may be virtually opaque. Some chill haze is
acceptable. Generally has a well-formed head that is often offwhite to tan.
Flavor: Many interpretations are possible; allow for brewer
creativity as long as the resulting product is balanced and
provides some spice presentation. Spices associated with the
holiday season are typical (as mentioned in the Aroma section). The spices and optional fermentables should be supportive and blend well with the base beer style. Rich, malty and/
or sweet malt-based flavors are common, and may include
caramel, toast, nutty, or chocolate flavors. May include some
dried fruit or dried fruit peel flavors such as raisin, plum, fig,
orange peel or lemon peel. May include distinctive flavors
from specific fermentables (molasses, honey, brown sugar,
etc.), although these elements are not required. A light spruce
or other evergreen tree character is optional but found in some
examples. The wide range of special ingredients should be
supportive and balanced, not so prominent as to overshadow
the base beer. Bitterness and hop flavor are generally restrained so as to not interfere with the spices and special ingredients. Generally finishes rather full and satisfying, and
often has some alcohol flavor. Roasted malt characteristics are
rare, and not usually stronger than chocolate.
Mouthfeel: A wide range of interpretations is possible. Body
is generally medium to full, and a certain malty chewiness is
often present. Moderately low to moderately high carbonation
is typical. Many examples will show some well-aged, warming alcohol content, but without being overly hot. The beers
do not have to be overly strong to show some warming effects.
Overall Impression: A stronger, darker, spiced beer that often
has a rich body and warming finish suggesting a good accompaniment for the cold winter season.
History: Throughout history, beer of a somewhat higher alcohol content and richness has been enjoyed during the winter
holidays, when old friends get together to enjoy the season.
Many breweries produce unique seasonal offerings that may
be darker, stronger, spiced, or otherwise more characterful
than their normal beers. Spiced versions are an American or
Belgian tradition, since English or German breweries traditionally do not use spices in their beer.
Ingredients: Generally ales, although some dark strong lagers
exist. Spices are required, and often include those evocative of
the Christmas season (e.g., allspice, nutmeg, cinnamon, cloves,
47
ginger) but any combination is possible and creativity is encouraged. Fruit peel (e.g., oranges, lemon) may be used, as
may subtle additions of other fruits. May use a wide range of
crystal-type malts, particularly those that add dark fruit or
caramel flavors. Flavorful adjuncts are often used (e.g., molasses, treacle, invert sugar, brown sugar, honey, maple syrup,
etc.).
Comments: Overall balance is the key to presenting a wellmade Christmas beer. The special ingredients should complement the base beer and not overwhelm it. The brewer should
recognize that some combinations of base beer styles and special ingredients work well together while others do not make
for harmonious combinations. THE ENTRANT MAY DECLARE AN UNDERLYING BEER STYLE AS WELL AS THE
SPECIAL INGREDIENTS USED. THE BASE STYLE,
SPICES OR OTHER INGREDIENTS NEED NOT BE IDENTIFIED. THE BEER MUST INCLUDE SPICES AND MAY
INCLUDE OTHER FERMENTABLES (SUGARS, HONEY,
MAPLE SYRUP, MOLASSES, TREACLE, ETC.) OR FRUIT.
If the base beer is a classic style, the original style should come
through in aroma and flavor. Whenever spices, herbs or additional fermentables are declared, each should be noticeable
and distinctive in its own way (although not necessarily individually identifiable; balanced with the other ingredients is
still critical). English-style Winter Warmers (some of which
may be labeled Christmas Ales) are generally not spiced, and
should be entered as Old Ales. Belgian-style Christmas ales
should be entered as Belgian Specialty Ales (16E).
Vital Statistics: OG, FG, IBUs, SRM and ABV will vary depending on the underlying base beer. ABV is generally above
6%, and most examples are somewhat dark in color.
Commercial Examples: Anchor Our Special Ale, Harpoon
Winter Warmer, Weyerbacher Winter Ale, Nils Oscar Julöl,
Goose Island Christmas Ale, North Coast Wintertime Ale,
Great Lakes Christmas Ale, Lakefront Holiday Spice Lager
Beer, Samuel Adams Winter Lager, Troegs The Mad Elf,
Jamtlands Julöl
22. SMOKE-FLAVORED AND WOOD-AGED
BEER
22A. Classic Rauchbier
Aroma: Blend of smoke and malt, with a varying balance and
intensity. The beechwood smoke character can range from
subtle to fairly strong, and can seem smoky, bacon-like,
woody, or rarely almost greasy. The malt character can be low
to moderate, and be somewhat sweet, toasty, or malty. The
malt and smoke components are often inversely proportional
(i.e., when smoke increases, malt decreases, and vice versa).
Hop aroma may be very low to none. Clean, lager character
with no fruity esters, diacetyl or DMS.
Appearance: This should be a very clear beer, with a large,
creamy, rich, tan- to cream-colored head. Medium amber/light
copper to dark brown color.
Flavor: Generally follows the aroma profile, with a blend of
smoke and malt in varying balance and intensity, yet always
complementary. Märzen-like qualities should be noticeable,
particularly a malty, toasty richness, but the beechwood
smoke flavor can be low to high. The palate can be somewhat
malty and sweet, yet the finish can reflect both malt and
smoke. Moderate, balanced, hop bitterness, with a mediumdry to dry finish (the smoke character enhances the dryness of
the finish). Noble hop flavor moderate to none. Clean lager
character with no fruity esters, diacetyl or DMS. Harsh, bitter,
burnt, charred, rubbery, sulfury or phenolic smoky characteristics are inappropriate.
Mouthfeel: Medium body. Medium to medium-high carbonation. Smooth lager character. Significant astringent, phenolic
harshness is inappropriate.
Overall Impression: Märzen/Oktoberfest-style (see 3B) beer
with a sweet, smoky aroma and flavor and a somewhat darker
color.
History: A historical specialty of the city of Bamberg, in the
Franconian region of Bavaria in Germany. Beechwood-smoked
malt is used to make a Märzen-style amber lager. The smoke
character of the malt varies by maltster; some breweries produce their own smoked malt (rauchmalz).
Comments: The intensity of smoke character can vary widely;
not all examples are highly smoked. Allow for variation in the
style when judging. Other examples of smoked beers are
available in Germany, such as the Bocks, Hefe-Weizen, Dunkel, Schwarz, and Helles-like beers, including examples such
as Spezial Lager. Brewers entering these styles should use
Other Smoked Beer (22B) as the entry category.
Ingredients: German Rauchmalz (beechwood-smoked
Vienna-type malt) typically makes up 20-100% of the grain
bill, with the remainder being German malts typically used in
a Märzen. Some breweries adjust the color slightly with a bit
of roasted malt. German lager yeast. German or Czech hops.
Vital Statistics:
IBUs: 20 – 30
SRM: 12 – 22
OG: 1.050 – 1.057
FG: 1.012 – 1.016
ABV: 4.8 – 6%
Commercial Examples: Schlenkerla Rauchbier Märzen, Kaiserdom Rauchbier, Eisenbahn Rauchbier, Victory Scarlet Fire
Rauchbier, Spezial Rauchbier Märzen, Saranac Rauchbier
22B. Other Smoked Beer
Aroma: The aroma should be a pleasant balance between the
expected aroma of the base beer (e.g., robust porter) and the
smokiness imparted by the use of smoked malts. The intensity
and character of the smoke and base beer style can vary, with
either being prominent in the balance. Smokiness may vary
from low to assertive; however, balance in the overall presentation is the key to well-made examples. The quality and secondary characteristics of the smoke are reflective of the source
of the smoke (e.g., peat, alder, oak, beechwood). Sharp, phenolic, harsh, rubbery, or burnt smoke-derived aromatics are
inappropriate.
Appearance: Variable. The appearance should reflect the base
beer style, although the color of the beer is often a bit darker
than the plain base style.
Flavor: As with aroma, there should be a balance between
smokiness and the expected flavor characteristics of the base
beer style. Smokiness may vary from low to assertive. Smoky
flavors may range from woody to somewhat bacon-like depending on the type of malts used. Peat-smoked malt can add
an earthiness. The balance of underlying beer characteristics
and smoke can vary, although the resulting blend should be
somewhat balanced and enjoyable. Smoke can add some dryness to the finish. Harsh, bitter, burnt, charred, rubbery, sulfury or phenolic smoky characteristics are generally inappropriate (although some of these characteristics may be present
in some base styles; however, the smoked malt shouldn’t contribute these flavors).
Mouthfeel: Varies with the base beer style. Significant astringent, phenolic smoke-derived harshness is inappropriate.
Overall Impression: This is any beer that is exhibiting smoke
as a principle flavor and aroma characteristic other than the
Bamberg-style Rauchbier (i.e., beechwood-smoked Märzen).
Balance in the use of smoke, hops and malt character is exhibited by the better examples.
Comments: Any style of beer can be smoked; the goal is to
reach a pleasant balance between the smoke character and the
base beer style. IF THIS BEER IS BASED ON A CLASSIC
STYLE (E.G., ROBUST PORTER) THEN THE SPECIFIC
STYLE MUST BE SPECIFIED. CLASSIC STYLES DO NOT
HAVE TO BE CITED (E.G., “PORTER” OR “BROWN ALE”
IS ACCEPTABLE). THE TYPE OF WOOD OR OTHER
SOURCE OF SMOKE MUST BE SPECIFIED IF A “VARIETAL” CHARACTER IS NOTICEABLE. Entries that have a
classic style cited will be judged on how well that style is represented, and how well it is balanced with the smoke character. Entries with a specific type or types of smoke cited will be
judged on how well that type of smoke is recognizable and
marries with the base style. Specific classic styles or smoke
types do not have to be specified. For example, “smoked porter” is as acceptable as “peat-smoked strong Scotch ale” or
“cherry-wood smoked IPA.” Judges should evaluate the beers
mostly on the overall balance, and how well the smoke character enhances the base beer.
History: The process of using smoked malts more recently has
been adapted by craft brewers to other styles, notably porter
and strong Scotch ales. German brewers have traditionally
used smoked malts in bock, doppelbock, weizen, dunkel,
schwarzbier, helles, Pilsner, and other specialty styles.
48
Ingredients: Different materials used to smoke malt result in
unique flavor and aroma characteristics. Beechwood-, peat- or
other hardwood (oak, maple, mesquite, alder, pecan, apple,
cherry, other fruitwoods) smoked malts may be used. The
various woods may remind one of certain smoked products
due to their food association (e.g., hickory with ribs, maple
with bacon or sausage, and alder with salmon). Evergreen
wood should never be used since it adds a medicinal, piney
flavor to the malt. Excessive peat-smoked malt is generally
undesirable due to its sharp, piercing phenolics and dirt-like
earthiness. The remaining ingredients vary with the base style.
If smoked malts are combined with other unusual ingredients
(fruits, vegetables, spices, honey, etc.) in noticeable quantities,
the resulting beer should be entered in the specialty/
experimental category.
Vital Statistics: Varies with the base beer style.
Commercial Examples: Alaskan Smoked Porter, O’Fallons
Smoked Porter, Spezial Lagerbier, Weissbier and Bockbier,
Stone Smoked Porter, Schlenkerla Weizen Rauchbier and UrBock Rauchbier, Rogue Smoke, Oskar Blues Old Chub, Left
Hand Smoke Jumper, Dark Horse Fore Smoked Stout, Magic
Hat Jinx
22C. Wood-Aged Beer
Aroma: Varies with base style. A low to moderate wood- or
oak-based aroma is usually present. Fresh wood can occasionally impart raw “green” aromatics, although this character
should never be too strong. Other optional aromatics include a
low to moderate vanilla, caramel, toffee, toast, or cocoa character, as well as any aromatics associated with alcohol previously stored in the wood (if any). Any alcohol character
should be smooth and balanced, not hot. Some background
oxidation character is optional, and can take on a pleasant,
sherry-like character and not be papery or cardboard-like.
Appearance: Varies with base style. Often darker than the
unadulterated base beer style, particularly if toasted/charred
oak and/or whiskey/bourbon barrels are used.
Flavor: Varies with base style. Wood usually contributes a
woody or oaky flavor, which can occasionally take on a raw
“green” flavor if new wood is used. Other flavors that may
optionally be present include vanilla (from vanillin in the
wood); caramel, butterscotch, toasted bread or almonds (from
toasted wood); coffee, chocolate, cocoa (from charred wood or
bourbon casks); and alcohol flavors from other products previously stored in the wood (if any). The wood and/or other
cask-derived flavors should be balanced, supportive and noticeable, but should not overpower the base beer style. Occasionally there may be an optional lactic or acetic tartness or
Brett funkiness in the beer, but this should not be higher than
a background flavor (if present at all). Some background oxidation character is optional, although this should take on a
pleasant, sherry-like character and not be papery or
cardboard-like.
Mouthfeel: Varies with base style. Often fuller than the unadulterated base beer, and may exhibit additional alcohol
warming if wood has previously been in contact with other
alcoholic products. Higher alcohol levels should not result in
“hot” beers; aged, smooth flavors are most desirable. Wood
can also add tannins to the beer, depending on age of the cask.
49
The tannins can lead to additional astringency (which should
never be high), or simply a fuller mouthfeel. Tart or acidic
characteristics should be low to none.
Overall Impression: A harmonious blend of the base beer
style with characteristics from aging in contact with wood
(including any alcoholic products previously in contact with
the wood). The best examples will be smooth, flavorful, wellbalanced and well-aged. Beers made using either limited wood
aging or products that only provide a subtle background character
may be entered in the base beer style categories as long as the wood
character isn’t prominently featured.
History: A traditional production method that is rarely used
by major breweries, and usually only with specialty products.
Becoming more popular with modern American craft breweries looking for new, distinctive products. Oak cask and barrels
are traditional, although other woods can be used.
Comments: The base beer style should be apparent. The
wood-based character should be evident, but not so dominant
as to unbalance the beer. The intensity of the wood-based flavors is based on the contact time with the wood; the age, condition, and previous usage of the barrel; and the type of wood.
Any additional alcoholic products previously stored in the
wood should be evident (if declared as part of the entry), but
should not be so dominant as to unbalance the beer. IF THIS
BEER IS BASED ON A CLASSIC STYLE (E.G., ROBUST
PORTER) THEN THE SPECIFIC STYLE MUST BE SPECIFIED. CLASSIC STYLES DO NOT HAVE TO BE CITED
(E.G., “PORTER” OR “BROWN ALE” IS ACCEPTABLE).
THE TYPE OF WOOD MUST BE SPECIFIED IF A “VARIETAL” CHARACTER IS NOTICEABLE. (e.g., English IPA
with Oak Chips, Bourbon Barrel-aged Imperial Stout, American Barleywine in an Oak Whiskey Cask). The brewer should
specify any unusual ingredients in either the base style or the
wood if those characteristics are noticeable. Specialty or experimental base beer styles may be specified, as long as the
other specialty ingredients are identified. THIS CATEGORY
SHOULD NOT BE USED FOR BASE STYLES WHERE
BARREL-AGING IS A FUNDAMENTAL REQUIREMENT
FOR THE STYLE (e.g., Flanders Red, Lambic, etc.).
Ingredients: Varies with base style. Aged in wooden casks or
barrels (often previously used to store whiskey, bourbon, port,
sherry, Madeira, or wine), or using wood-based additives
(wood chips, wood staves, oak essence). Fuller-bodied, highergravity base styles often are used since they can best stand up
to the additional flavors, although experimentation is encouraged.
Vital Statistics:
OG: varies with base style, FG: varies with base style
typically above-average ABV:varies with base style
IBUs:varies with base style
typically above-average
SRM:varies with base style,
often darker than the unadulterated base style
Commercial Examples: The Lost Abbey Angel’s Share Ale,
J.W. Lees Harvest Ale in Port, Sherry, Lagavulin Whisky or
Calvados Casks, Bush Prestige, Petrus Aged Pale, Firestone
Walker Double Barrel Ale, Dominion Oak Barrel Stout, New
Holland Dragons Milk, Great Divide Oak Aged Yeti Imperial
Stout, Goose Island Bourbon County Stout, Le Coq Imperial
Extra Double Stout, Harviestoun Old Engine Oil Special Reserve, many microbreweries have specialty beers served only
on premises often directly from the cask.
23. SPECIALTY BEER
This is explicitly a catch-all category for any beer that does
not fit into an existing style category. No beer is ever “out of
style” in this category, unless it fits elsewhere.
The category is intended for any type of beer, including the
following techniques or ingredients:
•
Unusual techniques (e.g., steinbier, ice/eis beers)
•
Unusual fermentables (e.g., maple syrup, honey, molasses, sorghum)
•
Unusual adjuncts (e.g., oats, rye, buckwheat, potatoes)
•
Combinations of other style categories (e.g., India
Brown Ale, fruit-and-spice beers, smoked spiced
beers)
•
Out-of-style variations of existing styles (e.g., low
alcohol versions of other styles, extra-hoppy beers,
“imperial” strength beers)
•
Historical, traditional or indigenous beers (e.g., Louvain Peetermann, Sahti, vatted Porter with Brettanomyces, Colonial Spruce or Juniper beers, Kvass,
Grätzer)
•
American-style interpretations of European styles
(e.g., hoppier, stronger, or ale versions of lagers) or
other variants of traditional styles
•
Clones of specific commercial beers that aren’t good
representations of existing styles
•
Any experimental beer that a brewer creates, including any beer that simply does not evaluate well
against existing style definitions
This category can also be used as an “incubator” for any minor
world beer style (other than Belgians) for which there is currently no BJCP category. If sufficient interest exists, some of
these minor styles might be promoted to full styles in the future. Some styles that fall into this grouping include:
•
Honey Beers (not Braggots)
•
Wiess (cloudy, young Kölsch)
•
Sticke Altbier
•
Münster Altbier
•
Imperial Porter
•
Classic American Cream Ale
•
Czech Dark Lager
•
English Pale Mild
•
Scottish 90/•
American Stock Ale
•
English Strong Ale
•
Non-alcoholic “Beer”
•
Kellerbier
•
Malt Liquor
•
Australian Sparkling Ale
•
Imperial/Double Red Ale
•
Imperial/Double Brown Ale
•
Rye IPA
•
Dark American Wheat/Rye
Note that certain other specialty categories exist in the guidelines. Belgian Specialties or clones of specific Belgian beers
should be entered in Category 16E. Christmas-type beers
should be entered in Category 21B (unless they are Belgian
Christmas-type beers; these should be entered in 16E). Beers
with only one type of fruit, spice, herbs, vegetables, or smoke
should be entered in Categories 20-22. Specialty meads or ciders should be entered in their respective categories (26C for
meads, 28D for ciders).
Aroma: The character of the stated specialty ingredient or nature should be evident in the aroma, but harmonious with the
other components (yet not totally overpowering them). Overall the aroma should be a pleasant combination of malt, hops
and the featured specialty ingredient or nature as appropriate
to the specific type of beer being presented. The individual
character of special ingredients and processes may not always
be identifiable when used in combination. If a classic style
base beer is specified then the characteristics of that classic
style should be noticeable. Note, however, that classic styles
will have a different impression when brewed with unusual
ingredients, additives or processes. The typical aroma components of classic beer styles (particularly hops) may be intentionally subdued to allow the special ingredients or nature to
be more apparent.
beer (if declared). Note that unusual ingredients or processes
may affect the appearance so that the result is quite different
from the declared base style. Some ingredients may add color
(including to the head), and may affect head formation and
retention.
Flavor: As with aroma, the distinctive flavor character associated with the stated specialty nature should be noticeable, and
may range in intensity from subtle to aggressive. The marriage
of specialty ingredients or nature with the underlying beer
should be harmonious, and the specialty character should not
seem artificial and/or totally overpowering. Hop bitterness,
flavor, malt flavors, alcohol content, and fermentation byproducts, such as esters or diacetyl, should be appropriate to
the base beer (if declared) and be well-integrated with the distinctive specialty flavors present. Some ingredients may add
tartness, sweetness, or other flavor by-products. Remember
that fruit and sugar adjuncts generally add flavor and not excessive sweetness to beer. The sugary adjuncts, as well as
sugar found in fruit, are usually fully fermented and contribute to a lighter flavor profile and a drier finish than might be
expected for the declared base style. The individual character
of special ingredients and processes may not always be identifiable when used in combination. If a classic style base beer is
specified then the characteristics of that classic style should be
noticeable. Note, however, that classic styles will have a different impression when brewed with unusual ingredients, additives or processes. Note that these components (especially
hops) may be intentionally subdued to allow the specialty
character to come through in the final presentation.
selected and as appropriate to that base beer (if declared).
Body and carbonation levels should be appropriate to the base
beer style being presented. Unusual ingredients or processes
may affect the mouthfeel so that the result is quite different
from the declared base style.
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Overall Impression: A harmonious marriage of ingredients,
processes and beer. The key attributes of the underlying style
(if declared) will be atypical due to the addition of special ingredients or techniques; do not expect the base beer to taste
the same as the unadulterated version. Judge the beer based
on the pleasantness and harmony of the resulting combination. The overall uniqueness of the process, ingredients used,
and creativity should be considered. The overall rating of the
beer depends heavily on the inherently subjective assessment
of distinctiveness and drinkability.
Base Style: THE BREWER MAY SPECIFY AN UNDERLYING BEER STYLE. The base style may be a classic style (i.e., a
named subcategory from these Style Guidelines) or a broader
characterization (e.g., “Porter” or “Brown Ale”). If a base style
is declared, the style should be recognizable. The beer should
be judged by how well the special ingredient or process complements, enhances, and harmonizes with the underlying
style.
Comments: Overall harmony and drinkability are the keys to
presenting a well-made specialty beer. The distinctive nature
of the stated specialty ingredients/methods should complement the original style (if declared) and not totally overwhelm
it. The brewer should recognize that some combinations of
base beer styles and ingredients or techniques work well together while others do not make palatable combinations. THE
BREWER MUST SPECIFY THE “EXPERIMENTAL NATURE” OF THE BEER (E.G., TYPE OF SPECIAL INGREDIENTS USED, PROCESS UTILIZED OR HISTORICAL
STYLE BEING BREWED), OR WHY THE BEER DOESN’T
FIT AN ESTABLISHED STYLE. For historical styles or unusual ingredients/techniques that may not be known to all
beer judges, the brewer should provide descriptions of the
styles, ingredients and/or techniques as an aid to the judges.
Vital Statistics: OG, FG, IBUs, SRM and ABV will vary depending on the underlying base beer.
Commercial Examples: Bell’s Rye Stout, Bell’s Eccentric Ale,
Samuel Adams Triple Bock and Utopias, Hair of the Dog
Adam, Great Alba Scots Pine, Tommyknocker Maple Nut
Brown Ale, Great Divide Bee Sting Honey Ale, Stoudt’s Honey
Double Mai Bock, Rogue Dad’s Little Helper, Rogue Honey
Cream Ale, Dogfish Head India Brown Ale, Zum Uerige Sticke
and Doppel Sticke Altbier, Yards Brewing Company General
Washington Tavern Porter, Rauchenfels Steinbier, Odells 90
Shilling Ale, Bear Republic Red Rocket Ale, Stone Arrogant
Bastard
51
INTRODUCTION TO MEAD GUIDELINES
(CATEGORIES 24-26)
The following discussion applies to all the mead styles, except where
explicitly superseded in the sub-category guidelines. This introduction identifies common characteristics and descriptions for all types
of mead, and should be used as a reference whenever entering or
judging mead.
1. Important attributes that must be specified:
•
Sweetness. A mead may be dry, semi-sweet, or
sweet. Sweetness simply refers to the amount of residual sugar in the mead. Sweetness is often confused
with fruitiness in a dry mead. Body is related to
sweetness, but dry meads can still have some body.
Dry meads do not have to be bone dry. Sweet meads
should not be cloyingly sweet, and should not have a
raw, unfermented honey character. Sweetness is independent of strength.
•
Carbonation. A mead may be still, petillant, or sparkling. Still meads do not have to be totally flat; they
can have some very light bubbles. Petillant meads are
“lightly sparkling” and can have a moderate, noticeable amount of carbonation. Sparkling meads are not
gushing, but may have a character ranging from
mouth-filling to an impression akin to Champagne or
soda pop.
•
Strength. A mead may be categorized as hydromel,
standard, or sack strength. Strength refers to the alcohol content of the mead (and also, therefore, the
amount of honey and fermentables used to make the
mead). Stronger meads can have a greater honey
character and body (as well as alcohol) than weaker
meads, although this is not a strict rule.
•
Honey variety. Some types of honey have a strong
varietal character (aroma, flavor, color, acidity). If a
honey is unusual, additional information can be provided to judges as to the character to be expected.
Note that “wildflower” isn’t a varietal honey; it is
specifically a term used to describe a honey derived
from unknown or mixed flowers.
•
Special ingredients. Different sub-styles may include
fruit, spice, malt, etc. Judges need to understand the
ingredients that provide a unique character in order
to properly evaluate the mead.
2. Common Mead Characteristics:
•
Appearance: Clarity may be good to brilliant. Crystal
clear, reflective examples with a bright, distinct meniscus are highly desirable. Observable particulates
(even in a clear example) are undesirable. Highly
carbonated examples usually have a short-lasting
head similar to Champagne or soda pop. Some aspects of bubbles or head formation that may be observed and commented upon include size (large or
small), persistence (how long do they continue to
form?), quantity (how much are present?), rate (how
fast do they form?), and mousse (appearance or quality of foam stand). The components of bubbles or
head will vary greatly depending on the carbonation
level, ingredients and type of mead. In general,
•
•
smaller bubbles are more desirable and indicative of
higher quality than larger bubbles. The color may
vary widely depending on honey variety and any
optional ingredients (e.g., fruit, malts). Some honey
varieties are almost clear, while others can be dark
brown. Most are in the straw to gold range. If no
honey variety is declared, almost any color is acceptable. If a honey variety is declared, the color should
generally be suggestive of the honey used (although
a wide range of color variation is still possible). Hue,
saturation and purity of color should be considered.
Stronger versions (standard and sack) may show
signs of body (e.g., legs, meniscus) but higher carbonation levels can interfere with this perception.
Aroma: The intensity of the honey aroma will vary
based upon the sweetness and strength of the mead.
Stronger or sweeter meads may have a stronger
honey aroma than drier or weaker versions. Different
varieties of honey have different intensities and characters; some (e.g., orange blossom, buckwheat) are
more recognizable than others (e.g., avocado, palmetto). If honey varieties are declared, the varietal
character of the honey should be apparent even if
subtle. The aromatics may seem vinous (similar to
wine), and may include fruity, floral, or spicy notes.
The bouquet (rich, complex smells arising from the
combination of ingredients, fermentation and aging)
should show a pleasant fermentation character, with
clean and fresh aromatics being preferred over dirty,
yeasty, or sulfury notes. A multi-faceted bouquet, also
known as complexity or depth, is a positive attribute.
Phenolic or diacetyl aromatics should not be present.
Harsh or chemical aromatics should not be present.
Light oxidation may be present, depending on age,
and may result in sherry-like notes, which are acceptable in low to moderate levels (if in balance,
these can add to complexity). An excessive sherry
character is a fault in most styles (except certain
Polish-style specialties, or other meads attempting a
sherry-like character). Oxidation resulting in a papery character is always undesirable. Alcohol aromatics may be present, but hot, solventy or irritating
overtones are a defect. The harmony and balance of
the aroma and bouquet should be pleasant and enticing.
Flavor: The intensity of the honey flavor will vary
based upon the sweetness and strength of the mead.
Stronger, sweeter meads will have a stronger honey
flavor than drier, weaker versions. Different varieties
of honey have different intensities and characters;
some (e.g., orange blossom, buckwheat) are more
recognizable than others (e.g., safflower, palmetto). If
honey varieties are declared, the varietal character of
the honey should be apparent even if subtle. The
residual sweetness level will vary with the sweetness
of the mead; dry meads will have no residual sugar,
sweet meads will have noticeable to prominent
sweetness, semi-sweet meads will have a balanced
sweetness. In no case should the residual sweetness
be syrupy, cloying or seem like unfermented honey.
Any additives, such as acid or tannin, should enhance the honey flavor and lend balance to the overall character of the mead but not be excessively tart
52
•
•
•
53
or astringent. Artificial, chemical, harsh, phenolic or
bitter flavors are defects. Higher carbonation (if present) enhances the acidity and gives a “bite” to the
finish. The aftertaste should be evaluated; longer
finishes are generally most desirable. A multi-faceted
flavor, also known as complexity or depth, is a positive attribute. Yeast or fermentation characteristics
may be none to noticeable, with estery, fresh and
clean flavors being most desirable. Alcohol flavors (if
present) should be smooth and well-aged, not harsh
or solventy. Light oxidation may be present, depending on age, but an excessive sherry-like or papery
character should be avoided. Aging and conditioning
generally smooth out flavors and create a more elegant, blended, rounded product. Flavors tend to become more subtle over time, and can deteriorate with
extended aging.
Mouthfeel: Before evaluating, refer to the declared
sweetness, strength and carbonation levels, as well as
any special ingredients. These can all affect mouthfeel. Smooth texture. Well-made examples will often
have an elegant wine-like character. The body can
vary widely, although most are in the medium-light
to medium-full range. Body generally increases with
stronger and/or sweeter meads, and can sometimes
be quite full and heavy. Similarly, body generally
decreases with lower gravity and/or drier meads,
and can sometimes be quite light. Sensations of body
should not be accompanied by an overwhelmingly
cloying sweetness (even in sweet meads). A very thin
or watery body is likewise undesirable. Some natural
acidity is often present (particularly in fruit-based
meads). Low levels of astringency are sometimes
present (either from specific fruit or spices, or from
tea, chemical additives or oak-aging). Acidity and
tannin help balance the overall honey, sweetness and
alcohol presentation. Carbonation can vary widely
(see definitions above). Still meads may have a very
light level of carbonation, lightly carbonated (petillant) meads will have noticeable bubbles, and a
highly carbonated (sparkling) mead can range from a
mouth-filling carbonation to levels approaching
Champagne or soda pop. High carbonation will enhance the acidity and give a “bite” to the finish. A
warming alcohol presence is often present, and this
character usually increases with strength (although
extended aging can smooth this sensation).
Overall Impression: A wide range of results are possible, but well-made examples will have an enjoyable
balance of honey flavors, sweetness, acidity, tannins,
alcohol. Strength, sweetness and age greatly affect the
overall presentation. Any special ingredients should
be well-blended with the other ingredients, and lead
to a harmonious end product.
Ingredients: Mead is made primarily from honey,
water and yeast. Some minor adjustments in acidity
and tannin can be made with citrus fruits, tea, chemicals, or the use of oak aging; however, these additives
should not be readily discernable in flavor or aroma.
Yeast nutrients may be used but should not be detected. If citrus, tea, or oak additives result in flavor
components above a low, background, balanceadjusting level, the resulting mead should be entered
•
appropriately (e.g., as a metheglin or open category
mead, not a traditional).
Vital Statistics:
OG: hydromel: 1.035 – 1.080
standard: 1.080 – 1.120
sack: 1.120 – 1.170
ABV: hydromel: 3.5 – 7.5%
standard: 7.5 – 14%
sack: 14 – 18%
FG:
dry: 0.990 – 1.010 semi-sweet: 1.010 – 1.025 sweet: 1.025 – 1.050
Note that the perception of sweetness is a function of
the percentage of residual sugar, so don’t rely only on
FG to determine sweetness. Consider the OG,
strength, and to a lesser extent, acidity, in assessing
sweetness.
IBUs: not relevant for anything but braggot, but bittering hops are optional even in this style.
SRM: basically irrelevant since honey can be anything from almost clear to dark brown. Melomels and
pyments can have orange, red, pink and/or purple
hues. Cysers are most often golden. Braggots can be
yellow to black. In all cases, the color should reflect
the ingredients used (type of honey, and fruit and/or
malt in some styles).
3. Entering and Categorizing Meads:
•
Mandatory Requirements:
o Entrants MUST specify carbonation level
(still; petillant or lightly carbonated; sparkling or highly carbonated).
o Entrants MUST specify strength level (hydromel or light mead; standard mead; sack
or strong mead).
o Entrants MUST specify sweetness level
(dry; semi-sweet; sweet).
•
Optional Requirements: Entrants MAY specify
honey varieties used. If honey varieties are declared,
judges will look for the varietal character of the
honey. Note that the character of a varietal honey will
be identifiable as distinct to the source flowers, but
may not resemble the source plant, tree, or fruit. For
example, orange-blossom honey has the character of
orange blossoms, not oranges; blackberry honey is
only distantly like blackberries, although it is an
identifiable character.
•
Category-Specific Requirements: Some categories
require additional information, particularly in categories other than traditional mead. For example, declaring specific fruit, spices, or special characteristics.
Supplemental materials may be provided to judges if
an obscure ingredient or method is used.
•
Defaults: If no attributes are specified, judges should
evaluate the mead as a semi-sweet, petillant,
standard-strength mead with no varietal honey character and no special ingredients. Competition organizers should make every effort to ensure that judges
are provided the full set of attributes of the meads
being evaluated.
See the Introduction to Mead Guidelines for detailed descriptions of
standard mead characteristics, an explanation of standard terms, and
entering instructions.
24A. Dry Mead
Aroma: Honey aroma may be subtle, although not always
identifiable. Sweetness or significant honey aromatics should
not be expected. If a honey variety is declared, the variety
should be distinctive (if noticeable). Different types of honey
have different intensities and characters. Standard description
applies for remainder of characteristics.
Appearance: Standard description applies.
Flavor: Subtle (if any) honey character, and may feature subtle
to noticeable varietal character if a varietal honey is declared
(different varieties have different intensities). No to minimal
residual sweetness with a dry finish. Sulfury, harsh or yeasty
fermentation characteristics are undesirable. Standard description applies for remainder of characteristics.
Mouthfeel: Standard description applies, although the body is
generally light to medium. Note that stronger meads will have
a fuller body. Sensations of body should not be accompanied
by noticeable residual sweetness.
Overall Impression: Similar in balance, body, finish and flavor
intensity to a dry white wine, with a pleasant mixture of subtle
honey character, soft fruity esters, and clean alcohol. Complexity, harmony, and balance of sensory elements are most desirable, with no inconsistencies in color, aroma, flavor or aftertaste. The proper balance of sweetness, acidity, alcohol and
honey character is the essential final measure of any mead.
Ingredients: Standard description applies. Traditional Meads
feature the character of a blended honey or a blend of honeys.
Varietal meads feature the distinctive character of certain honeys. “Show meads” feature no additives, but this distinction is
usually not obvious to judges.
Comments: See standard description for entrance requirements. Entrants MUST specify carbonation level and strength.
Sweetness is assumed to be DRY in this category. Entrants MAY
specify honey varieties.
Commercial Examples: White Winter Dry Mead, Sky River
Dry Mead, Intermiel Bouquet Printanier
24B. Semi-sweet Mead
Aroma: Honey aroma should be noticeable, and can have a
light sweetness that may express the aroma of flower nectar. If
a variety of honey is declared, the aroma might have a subtle
to very noticeable varietal character reflective of the honey
(different varieties have different intensities and characters).
Standard description applies for remainder of characteristics.
Flavor: Subtle to moderate honey character, and may feature
subtle to noticeable varietal character if a varietal honey is
declared (different varieties have different intensities). Subtle
to moderate residual sweetness with a medium-dry finish.
Sulfury, harsh or yeasty fermentation characteristics are undesirable. Standard description applies for remainder of characteristics.
generally medium-light to medium-full. Note that stronger
meads will have a fuller body. Sensations of body should not
be accompanied by a residual sweetness that is higher than
moderate.
intensity to a semisweet (or medium-dry) white wine, with a
pleasant mixture of honey character, light sweetness, soft
fruity esters, and clean alcohol. Complexity, harmony, and
balance of sensory elements are most desirable, with no inconsistencies in color, aroma, flavor or aftertaste. The proper balance of sweetness, acidity, alcohol and honey character is the
essential final measure of any mead.
Sweetness is assumed to be SEMI-SWEET in this category. Entrants MAY specify honey varieties.
Commercial Examples: Lurgashall English Mead, Redstone
Traditional Mountain Honey Wine, Sky River Semi-Sweet
Mead, Intermiel Verge d’Or and Mélilot
24C. Sweet Mead
Aroma: Honey aroma should dominate, and is often moderately to strongly sweet and usually expresses the aroma of
flower nectar. If a variety of honey is declared, the aroma
might have a subtle to very noticeable varietal character reflective of the honey (different varieties have different intensities
and characters). Standard description applies for remainder of
characteristics.
Flavor: Moderate to significant honey character, and may feature moderate to prominent varietal character if a varietal
honey is declared (different varieties have different intensities). Moderate to high residual sweetness with a sweet and
full (but not cloying) finish. Sulfury, harsh or yeasty fermentation characteristics are undesirable. Standard description applies for remainder of characteristics.
generally medium-full to full. Note that stronger meads will
have a fuller body. Many seem like a dessert wine. Sensations
of body should not be accompanied by cloying, raw residual
sweetness.
intensity to a well-made dessert wine (such as Sauternes), with
a pleasant mixture of honey character, residual sweetness, soft
fruity esters, and clean alcohol. Complexity, harmony, and
balance of sensory elements are most desirable, with no inconsistencies in color, aroma, flavor or aftertaste. The proper balance of sweetness, acidity, alcohol and honey character is the
essential final measure of any mead.
54
Sweetness is assumed to be SWEET in this category. Entrants MAY
specify honey varieties.
Commercial Examples: Lurgashall Christmas Mead, Chaucer’s Mead, Rabbit’s Foot Sweet Wildflower Honey Mead,
Intermiel Benoîte
Refer to Category 24 descriptions for additional detail on the character to be expected from dry, semisweet and sweet meads. Use those
guidelines to judge distinctions between the various sweetness levels.
Judging meads from dry to sweet is recommended as the primary
ordering, with strength being the secondary ordering criterion.
25A. Cyser
A Cyser is a melomel made with apples (generally cider).
Aroma: Depending on the sweetness and strength, a subtle to
distinctly identifiable honey and apple/cider character (dry
and/or hydromel versions will tend to have lower aromatics
than sweet and/or sack versions). The apple/cider character
should be clean and distinctive; it can express a range of
apple-based character ranging from a subtle fruitiness to a
single varietal apple character (if declared) to a complex blend
of apple aromatics. Some spicy or earthy notes may be present, as may a slightly sulfury character. The honey aroma
should be noticeable, and can have a light to significant
sweetness that may express the aroma of flower nectar. If a
variety of honey is declared, the aroma might have a subtle to
very noticeable varietal character reflective of the honey (different varieties have different intensities and characters). The
bouquet should show a pleasant fermentation character, with
clean and fresh aromatics being preferred. Stronger and/or
sweeter versions will have higher alcohol and sweetness in the
nose. Slight spicy phenolics from certain apple varieties are
acceptable, as is a light diacetyl character from malolactic fermentation (both are optional). Standard description applies for
remainder of characteristics.
Appearance: Standard description applies, except with regard
to color. Color may range from pale straw to deep golden amber (most are yellow to gold), depending on the variety of
honey and blend of apples or ciders used.
Flavor: The apple and honey flavor intensity may vary from
none to high; the residual sweetness may vary from none to
high; and the finish may range from dry to sweet, depending
on what sweetness level has been declared (dry to sweet) and
strength level has been declared (hydromel to sack). Natural
acidity and tannin in apples may give some tartness and astringency to balance the sweetness, honey flavor and alcohol.
A cyser may have a subtle to strong honey character, and may
feature noticeable to prominent varietal character if a varietal
honey is declared (different varieties have different intensities). Slight spicy phenolics from certain apple varieties are
acceptable, as are a light diacetyl character from malolactic
fermentation and a slight sulfur character (all are optional).
55
Standard description applies for remainder of characteristics.
Mouthfeel: Standard description applies. Often wine-like.
Some natural acidity is usually present (from the blend of apples) and helps balance the overall impression. Some apples
can provide natural astringency, but this character should not
be excessive.
Overall Impression: In well-made examples of the style, the
fruit is both distinctive and well-incorporated into the honeysweet-acid-tannin-alcohol balance of the mead. Some of the
best strong examples have the taste and aroma of an aged Calvados (apple brandy from northern France), while subtle, dry
versions can taste similar to many fine white wines.
Ingredients: Standard description applies. Cyser is a standard
mead made with the addition of apples or apple juice. Traditionally, cysers are made by the addition of honey to apple
juice without additional water. A spiced cyser, or a cyser with
other ingredients, should be entered as an Open Category
Mead.
Comments: There should be an appealing blend of the fruit
and honey character but not necessarily an even balance. Generally a good tannin-sweetness balance is desired, though very
dry and very sweet examples do exist. See standard description for entrance requirements. Entrants MUST specify carbonation level, strength, and sweetness. Entrants MAY specify honey
varieties. Entrants MAY specify the varieties of apple used; if specified, a varietal character will be expected. Products with a relatively low proportion of honey are better entered as a Specialty Cider.
Commercial Examples: White Winter Cyser, Rabbit’s Foot
Apple Cyser, Long Island Meadery Apple Cyser
25B. Pyment
A Pyment is a melomel made with grapes (generally from juice).
distinctly identifiable honey and grape/wine character (dry
than sweet and/or sack versions). The grape/wine character
should be clean and distinctive; it can express a range of
grape-based character ranging from a subtle fruitiness to a
single varietal grape character (if declared) to a complex blend
of grape or wine aromatics. Some complex, spicy, grassy or
earthy notes may be present (as in wine). The honey aroma
nose. Slight spicy phenolics from certain red grape varieties
are acceptable, as is a light diacetyl character from malolactic
fermentation in certain white grape varieties (both are optional). Standard description applies for remainder of characteristics.
to color. Color may range from pale straw to deep purple-red,
depending on the variety of grapes and honey used. The color
should be characteristic of the variety or type of grape used,
although white grape varieties may also take on color derived
from the honey variety.
Flavor: The grape/wine and honey flavor intensity may vary
from subtle to high; the residual sweetness may vary from
none to high; and the finish may range from dry to sweet, depending on what sweetness level has been declared (dry to
sweet) and strength level has been declared (hydromel to
sack). Natural acidity and tannin in grapes may give some
tartness and astringency to balance the sweetness, honey flavor and alcohol. A pyment may have a subtle to strong honey
character, and may feature noticeable to prominent varietal
character if a varietal honey is declared (different varieties
have different intensities). Depending on the grape variety,
some fruity, spicy, grassy, buttery, earthy, minerally, and/or
floral flavors may be present. Standard description applies for
remainder of characteristics.
Mouthfeel: Standard description applies. Wine-like. Some
natural acidity is usually present (from grapes) and helps balance the overall impression. Grape tannin and/or grape skins
can add body as well as some astringency, although this character should not be excessive. Longer aging can smooth out
tannin-based astringency.
grape is both distinctively vinous and well-incorporated into
the honey-sweet-acid-tannin-alcohol balance of the mead.
White and red versions can be quite different, and the overall
impression should be characteristic of the type of grapes used
and suggestive of a similar variety wine.
Ingredients: Standard description applies. A pyment is a
standard mead made with the addition of grapes or grape
juices. Alternatively, the pyment may be a homemade grapebased wine sweetened with honey, or a mead mixed with
homemade grape-based wine after fermentation. A spiced
pyment (hippocras), or a pyment with other ingredients
should be entered as an Open Category Mead.
Comments: There should be an appealing blend of the fruit
and honey character but not necessarily an even balance. Generally a good tannin-sweetness balance is desired, though very
dry and very sweet examples do exist. See standard description for entrance requirements. Entrants MUST specify carbonation level, strength, and sweetness. Entrants MAY specify honey
varieties. Entrants MAY specify the varieties of grape used; if specified, a varietal character will be expected.
Commercial Examples: Redstone Pinot Noir and White Pyment Mountain Honey Wines
25C. Other Fruit Melomel
distinctly identifiable honey and fruit character (dry and/or
hydromel versions will tend to have lower aromatics than
sweet and/or sack versions). The fruit character should display distinctive aromatics associated with the particular
fruit(s); however, note that some fruit (e.g., raspberries, cherries) have stronger aromas and are more distinctive than others (e.g., blueberries, strawberries)—allow for a range of fruit
character and intensity from subtle to aggressive. The fruit
character should be pleasant and supportive, not artificial and
inappropriately overpowering (considering the character of
the fruit). In a blended fruit melomel, not all fruit may be individually identifiable or of equal intensity. The honey aroma
nose. Some tartness may be present if naturally occurring in
the particular fruit(s), but should not be inappropriately intense. Standard description applies for remainder of characteristics.
to color. Color may take on a very wide range of colors, depending on the variety of fruit and/or honey used. For lightercolored melomels with fruits that exhibit distinctive colors, the
color should be noticeable. Note that the color of fruit in mead
is often lighter than the flesh of the fruit itself and may take on
slightly different shades. Meads made with lighter color fruits
can also take on color from varietal honeys. In meads that
produce a head, the head can take on some of the fruit color as
well.
Flavor: The fruit and honey flavor intensity may vary from
subtle to high; the residual sweetness may vary from none to
high; and the finish may range from dry to sweet, depending
on what sweetness level has been declared (dry to sweet) and
strength level has been declared (hydromel to sack). Natural
acidity and tannin in some fruit and fruit skin may give some
tartness and astringency to balance the sweetness, honey flavor and alcohol. A melomel may have a subtle to strong honey
character, and may feature noticeable to prominent varietal
character if a varietal honey is declared (different varieties
have different intensities). The distinctive flavor character associated with the particular fruit(s) should be noticeable, and
may range in intensity from subtle to aggressive. The balance
of fruit with the underlying mead is vital, and the fruit character should not be artificial and/or inappropriately overpowering. In a blended fruit melomel, not all fruit may be individually identifiable or of equal intensity. Standard description
applies for remainder of characteristics.
Mouthfeel: Standard description applies. Most will be winelike. Some natural acidity and/or astringency are sometimes
present (from certain fruit and/or fruit skin) and helps balance
the overall impression. Fruit tannin can add body as well as
some astringency. High levels of astringency are undesirable.
The acidity and astringency levels should be somewhat reflective of the fruit used.
fruit is both distinctive and well-incorporated into the honeysweet-acid-tannin-alcohol balance of the mead. Different types
of fruit can result in widely different characteristics; allow for
a variation in the final product.
Ingredients: Standard description applies. A melomel is a
standard mead made with the addition of other fruit or fruit
juices. There should be an appealing blend of the fruit and
honey character but not necessarily an even balance. A melomel can be made with a blend of fruits; however, a melomel
that is spiced or that contains other ingredients should be entered as an Open Category Mead. Melomels made with either
apples or grapes should be entered as Cysers and Pyments,
respectively.
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Comments: Generally a good tannin-sweetness balance is desired, though very dry and very sweet examples do exist.
Some fruits, notably darker ones like Blackberries, may contribute a tannin presence similar to a red wine. Some oxidative
properties may be appropriate in certain fruit meads, giving
them a sherry or port wine character. See standard description
for entrance requirements. Entrants MUST specify carbonation
level, strength, and sweetness. Entrants MAY specify honey varieties. Entrants MUST specify the varieties of fruit used.
Commercial Examples: White Winter Blueberry, Raspberry
and Strawberry Melomels, Redstone Black Raspberry and
Sunshine Nectars, Bees Brothers Raspberry Mead, Intermiel
Honey Wine and Raspberries, Honey Wine and Blueberries,
and Honey Wine and Blackcurrants, Long Island Meadery
Blueberry Mead, Mountain Meadows Cranberry and Cherry
Meads
26. OTHER MEAD
Refer to Category 24 descriptions for additional detail on the character to be expected from dry, semisweet and sweet meads. Use those
guidelines to judge distinctions between the various sweetness levels.
Judging meads from dry to sweet is recommended as the primary
ordering, with strength being the secondary ordering criterion.
26A. Metheglin
A Metheglin is a spiced mead.
distinctly identifiable honey and herb/spice character (dry
than sweet and/or sack versions). The herb/spice character
should display distinctive aromatics associated with the particular herbs/spices; however, note that some herbs/spices
(e.g., ginger, cinnamon) have stronger aromas and are more
distinctive than others (e.g., chamomile, lavender)—allow for
a range of herb/spice character and intensity from subtle to
aggressive. The herb/spice character should be pleasant and
supportive, not artificial and inappropriately overpowering
(considering the character of the herb/spice). In a blended
herb/spice metheglin, not all herbs/spices may be individually identifiable or of equal intensity. The honey aroma should
be noticeable, and can have a light to significant sweetness
that may express the aroma of flower nectar. If a variety of
honey is declared, the aroma might have a subtle to very noticeable varietal character reflective of the honey (different
varieties have different intensities and characters). The bouquet should show a pleasant fermentation character, with
nose. Some herbs and spices may produce spicy or peppery
phenolics. Standard description applies for remainder of characteristics.
Appearance: Standard description applies, except perhaps to
note that the color usually won’t be affected by spices and
57
herbs (although flowers, petals and peppers may provide subtle colors; tea blends may provide significant colors).
Flavor: The herb/spice flavor intensity may vary from subtle
to high; the honey flavor intensity may vary from subtle to
high; the residual sweetness may vary from none to high; and
the finish may range from dry to sweet, depending on what
sweetness level has been declared (dry to sweet) and strength
level has been declared (hydromel to sack). The distinctive
flavor character associated with the particular herbs/spices
may range in intensity from subtle to aggressive (although
some herbs/spices may not be individually recognizable, and
can just serve to add a background complexity). Certain herbs
and spices might add bitter, astringent, phenolic or spicy (hot)
flavors; if present, these qualities should be related to the declared ingredients (otherwise, they are faults), and they should
balance and blend with the honey, sweetness and alcohol. Metheglins containing more than one herb/spice should have a
good balance among the different herbs/spices, though some
herbs/spices will tend to dominate the flavor profile. A metheglin may have a subtle to strong honey character, and may
feature noticeable to prominent varietal character if a varietal
honey is declared (different varieties have different intensities). Standard description applies for remainder of characteristics.
Mouthfeel: Standard description applies. Some herbs or
spices may contain tannins that add a bit of body and some
astringency, but this character should not be excessive.
herbs/spices are both distinctive and well-incorporated into
the honey-sweet-acid-tannin-alcohol balance of the mead. Different types of herbs/spices can result in widely different
characteristics; allow for a variation in the final product.
Ingredients: Standard description applies. A metheglin is a
standard mead made with the addition of spices or herbs.
Meads made with flowers (such as rose petal mead, or rhodomel), chocolate, coffee, nuts or chile peppers (capsimel/
capsicumel) may also be entered in this category, as can meads
made with a blend of spices. If spices are used in conjunction
with other ingredients such as fruit, cider, or other fermentables, then the mead should be entered as an Open Category
Mead.
Comments: Often, a blend of spices may give a character
greater than the sum of its parts. The better examples of this
style use spices/herbs subtly and when more than one are
used, they are carefully selected so that they blend harmoniously. See standard description for entrance requirements.
Entrants MUST specify carbonation level, strength, and sweetness.
Entrants MAY specify honey varieties. Entrants MUST specify the
types of spices used.
Commercial Examples: Bonair Chili Mead, Redstone Juniper
Mountain Honey Wine, Redstone Vanilla Beans and Cinnamon Sticks Mountain Honey Wine, Long Island Meadery Vanilla Mead, iQhilika Africa Birds Eye Chilli Mead, Mountain
Meadows Spice Nectar
26B. Braggot
A Braggot is a mead made with malt.
Aroma: Depending on the sweetness, strength and base style
of beer, a subtle to distinctly identifiable honey and beer character (dry and/or hydromel versions will tend to have lower
aromatics than sweet and/or sack versions). The honey and
beer/malt character should be complementary and balanced,
although not always evenly balanced. If a variety of honey is
declared, the aroma might have a subtle to very noticeable
varietal character reflective of the honey (different varieties
have different intensities and characters). If a base style of beer
or type of malt is declared, the aroma might have a subtle to
very noticeable character reflective of the beer style (different
styles and malts have different intensities and characters). A
hop aroma (any variety or intensity) is optional; if present, it
should blend harmoniously with the other elements. Standard
description applies for remainder of characteristics.
Appearance: Standard description does not apply due to beerlike characteristics. Clarity may be good to brilliant, although
many braggots are not as clear as other meads. A light to moderate head with some retention is expected. Color may range
from light straw to dark brown or black, depending on the
variety of malt and honey used. The color should be characteristic of the declared beer style and/or honey used, if a variety
is declared. Stronger versions may show signs of body (e.g.,
legs).
Flavor: Displays a balanced character identifiable as both a
beer and a mead, although the relative intensity of flavors is
greatly affected by the sweetness, strength, base style of beer,
and variety of honey used. If a beer style is declared, the braggot should have some character traceable to the style although
the flavors will be different due to the presence of honey. If a
variety of honey is declared, the braggot should feature a subtle to prominent varietal character (different varieties have
different intensities). Stronger and/or sweeter braggots should
be expected to have a greater intensity of flavor than drier,
lower gravity versions. The finish and aftertaste will vary
based on the declared level of sweetness (dry to sweet), and
may include both beer and mead components. A wide range
of malt characteristics is allowable, from plain base malts to
rich caramel and toast flavors to dark chocolate and roast flavors. Hop bitterness and flavor may be present, and may reflect any variety or intensity; however, this optional character
should always be both suggestive of the base beer style and
well blended with the other flavors. Standard description applies for remainder of characteristics.
Mouthfeel: Standard description does not apply due to beerlike characteristics. Smooth mouthfeel without astringency.
Body may vary from moderately light to full, depending on
sweetness, strength, and the base style of beer. Note that
stronger meads will have a fuller body. A very thin or watery
body is undesirable, as is a cloying, raw sweetness. A warming
sense of well-aged alcohol may be present in stronger examples. Carbonation will vary as described in the standard description. A still braggot will usually have some level of carbonation (like a cask bitter) since a completely flat beer is unappetizing. However, just as an aged barleywine may be still,
some braggots can be totally still.
Overall Impression: A harmonious blend of mead and beer,
with the distinctive characteristics of both. A wide range of
results are possible, depending on the base style of beer, variety of honey and overall sweetness and strength. Beer flavors
tend to somewhat mask typical honey flavors found in other
meads.
Ingredients: A braggot is a standard mead made with both
honey and malt providing flavor and fermentable extract.
Originally, and alternatively, a mixture of mead and ale. A
braggot can be made with any type of honey, and any type of
base beer style. The malt component may be derived from
grain or malt extracts. The beer may be hopped or not. If any
other ingredients than honey and beer are contained in the
braggot, it should be entered as an Open Category Mead.
Smoked braggots may be entered in this category if using
smoked malt or a smoked beer as the base style; braggots
made using other smoked ingredients (e.g., liquid smoke, chipotles) should be entered in the Open Category Mead style.
Comments: Sometimes known as “bracket” or “brackett.” The
fermentable sugars come from a balance of malt or malt extract and honey, although the specific balance is open to creative interpretation by brewers. See standard description for
entrance requirements. Entrants MUST specify carbonation level,
strength, and sweetness. Entrants MAY specify honey varieties.
Entrants MAY specify the base style or beer or types of malt used.
Products with a relatively low proportion of honey should be
entered in the Specialty Beer category as a Honey Beer.
Commercial Examples: Rabbit’s Foot Diabhal and Bière de
Miele, Magic Hat Braggot, Brother Adams Braggot Barleywine
Ale, White Winter Traditional Brackett
26C. Open Category Mead
An Open Category Mead is a honey-based beverage that either combines ingredients from two or more of the other mead sub-categories,
is a historical or indigenous mead (e.g., tej, Polish meads), or is a
mead that does not fit into any other category. Any specialty or experimental mead using additional sources of fermentables (e.g., maple syrup, molasses, brown sugar, or agave nectar), additional ingredients (e.g., vegetables, liquors, smoke, etc.), alternative processes
(e.g., icing, oak-aging) or other unusual ingredient, process, or technique would also be appropriate in this category. No mead can be
“out of style” for this category unless it fits into another existing
mead category.
Aroma, appearance, flavor, mouthfeel generally follow the
standard descriptions, yet note that all the characteristics may
vary. Since a wide range of entries are possible, note that the
characteristics may reflect combinations of the respective elements of the various sub-categories used in this style. Refer to
Category 25 for a detailed description of the character of dry,
semisweet and sweet mead. If the entered mead is a combination of other existing mead categories, refer to the constituent
categories for a detailed description of the character of the
component styles.
Overall Impression: This mead should exhibit the character of
all of the ingredients in varying degrees, and should show a
good blending or balance between the various flavor elements.
Whatever ingredients are included, the result should be identifiable as a honey-based fermented beverage.
58
Comments: See standard description for entrance requirements. Entrants MUST specify carbonation level, strength, and
sweetness. Entrants MAY specify honey varieties. Entrants MUST
specify the special nature of the mead, whether it is a combination of
existing styles, an experimental mead, a historical mead, or some
other creation. Any special ingredients that impart an identifiable
character MAY be declared.
Commercial Examples: Jadwiga, Hanssens/Lurgashall Mead
the Gueuze, Rabbit’s Foot Private Reserve Pear Mead, White
Winter Cherry Bracket, Saba Tej, Mountain Meadows Trickster’s Treat Agave Mead, Intermiel Rosée
59
INTRODUCTION TO CIDER GUIDELINES
(CATEGORIES 27-28)
Cider is fermented apple juice. Perry is fermented pear juice.
There are two categories for cider/perry: Standard (Category
27) and Specialty (Category 28). The Standard category covers
ciders and perries made primarily or entirely from the juice of
apples or pears (but not both at once). The only adjunct permitted in the Standard category, and only in some subcategories, is a limited addition of sugar to achieve a suitable
starting gravity. Note that honey is not a “sugar” for this purpose; a cider made with added honey must be entered either
as a Specialty cider or as a Cyser under the appropriate mead
sub-category. Other sugar sources that also add significant
flavors (brown sugar, molasses) would also create a Specialty
cider (such as New England style).
Aroma and Flavor:
•
Ciders and perries do not necessarily present overtly
fruity aromas or flavors—in the same sense that a
wine does not taste overtly of grapes. Drier styles of
cider in particular develop more complex but less
fruity characters. In fact, a simple “apple soda” or
“wine cooler” character is not desirable in a cider or
perry.
•
Some styles of cider exhibit distinctly NON-fruity
tastes or aromas, such as the “smoky bacon” undertones of a dry English cider.
•
The sweetness (residual sugar, or RS) of a cider or
perry may vary from absolutely dry (no RS) to as
much as a sweet dessert wine (10% or more RS). In
sweeter ciders, other components of taste—particularly acidity—must balance the sweetness. The level
of sweetness must be specified in order to arrange
flights of tastings and entries within flights. Tasting
always proceeds from drier to sweeter. There are
three categories of sweetness:
o Dry: below 0.9% residual sugar. This corresponds to a final specific gravity of under 1.002.
o Medium: in the range between dry and sweet
(0.9% to 4% residual sugar, final gravity 1.002
to 1.012). Sometimes characterized as either
‘off-dry’ or ‘semi-sweet.’
o Sweet: above 4% residual sugar, roughly
equivalent to a final gravity of over 1.012.
•
If a cider is close to one of these boundaries, it should
be identified by the sweetness category which best
describes the overall impression it gives.
•
Acidity is an essential element of cider and perry: it
must be sufficient to give a clean, refreshing impression without being puckering. Acidity (from malic
and in some cases lactic acids) must not be confused
with acetification (from acetic acid—vinegar): the
acrid aroma and tingling taste of acetification is a
fault.
•
Ciders and perries vary considerably in tannin. This
affects both bitterness and astringency (see “Mouthfeel” below). If made from culinary or table fruit,
tannins are typically low; nevertheless some tannin is
desirable to balance the character. The character contributed by tannin should be mainly astringency
rather than bitterness. An overt or forward bitterness
is a fault (and is often due to processing techniques
rather than fruit).
Appearance:
•
Clarity may vary from good to brilliant. The lack of
sparkling clarity is not a fault, but visible particles are
undesirable. In some styles a “rustic” lack of brilliance is common. Perries are notoriously difficult to
clear; as a result a slight haze is not a fault. However,
a “sheen” in either cider or perry generally indicates
the early stage of lactic contamination and is a distinct fault.
•
Carbonation may vary from entirely still to a champagne level. No or little carbonation is termed still. A
moderate carbonation level is termed petillant.
Highly carbonated is termed sparkling. At the higher
levels of carbonation, the “mousse” (head) may be
retained for a short time. However, gushing, foaming, and difficult-to-manage heads are faults.
Mouthfeel:
•
In general, cider and perry have a mouthfeel and
fullness akin to a substantial white wine. The body is
less than that of beers. Full-sparkling ciders will be
champagne-like.
Ingredients:
•
The apple and pear varieties are intended to illustrate
commonly used examples, not dictate requirements
when making the style. In general, adjuncts are prohibited except where specifically allowed in particular styles, and then the entrant must state them.
Common processing aids, and enzymes, are generally allowed as long as they are not detectable in the
finished cider. Yeast used for cider/perry may be
either “natural” (the yeast which occurs on the fruit
itself and/or is retained in the milling and pressing
equipment) or cultured yeast. Malo-lactic fermentation is allowed, either naturally occurring or with an
added ML culture. Enzymes may be used for clarification of the juice prior to fermentation. Malic acid
may be added to a low-acid juice to bring acidity up
to a level considered safe for avoiding bacterial contamination and off-flavors (typically pH 3.8 or below). Entrant MUST state if malic acid was added.
Sulfites may be added as needed for microbiological
control. If used, the maximum accepted safe level for
sulfites (200 mg/l) should be strictly observed;
moreover, any excess sulfite that is detectable in the
finished cider (a “burning match” character) is a serious fault.
•
Sorbate may be added at bottling to stabilize the cider. However, any residual aroma/flavor from misuse or excessive use of sorbate (e.g., a “geranium”
note) is a distinct fault.
•
Carbonation may be either natural (by maintaining
CO2 pressure through processing or by bottleconditioning) or added (by CO2 injection).
60
The styles represented in this category are the principal established
styles. The Common Cider and Common Perry styles are analogous
to the cider and perry categories of earlier style standards. There are
well-known styles not represented here–for example, Asturian
(Spanish)–for which there are presently insufficient appreciation and
a lack of commercial examples for reference.
In the case of a cider made to a style not explicitly represented here, it
should be entered in the closest applicable category. The first decision
is whether the cider was made with apples with significant tannin
content that gives the cider noticeable astringency or bitterness. If
not, it should be entered as a Common Cider. If so, the choice is between the English and French sub-categories; this decision should be
based on whether the cider tends more toward sweet, rich, somewhat
fruity (French) or drier and more austere (English). For perry of a
non-represented style, the decision is, as above, based on tannin content. If in doubt, enter as Common Perry.
27A. Common Cider
A common cider is made from culinary/table apples, with wild or
crab apples often used for acidity/tannin balance.
Aroma/Flavor: Sweet or low-alcohol ciders may have apple
aroma and flavor. Dry ciders will be more wine-like with some
esters. Sugar and acidity should combine to give a refreshing
character, neither cloying nor too austere. Medium to high
acidity.
Appearance: Clear to brilliant, pale to medium gold in color.
Mouthfeel: Medium body. Some tannin should be present for
slight to moderate astringency, but little bitterness.
Overall Impression: Variable, but should be a medium, refreshing drink. Sweet ciders must not be cloying. Dry ciders
must not be too austere. An ideal cider serves well as a “session” drink, and suitably accompanies a wide variety of food.
Comments: Entrants MUST specify carbonation level (still,
petillant, or sparkling). Entrants MUST specify sweetness
(dry, medium, sweet).
Varieties: Common (Winesap, Macintosh, Golden Delicious,
Braeburn, Jonathan), multi-use (Northern Spy, Russets, Baldwin), crabapples, any suitable wildings.
Vital Statistics: OG: 1.045 – 1.065
FG: 1.000 – 1.020
ABV: 5 – 8%
Commercial Examples: [US] Red Barn Cider Jonagold SemiDry and Sweetie Pie (WA), AEppelTreow Barn Swallow Draft
Cider (WI), Wandering Aengus Heirloom Blend Cider (OR),
Uncle John’s Fruit House Winery Apple Hard Cider (MI),
Bellwether Spyglass (NY), West County Pippin (MA), White
Winter Hard Apple Cider (WI), Harpoon Cider (MA)
27B. English Cider
This includes the English “West Country” plus ciders inspired by
that style. These ciders are made with bittersweet and bitter-sharp
apple varieties cultivated specifically for cider making.
Aroma/Flavor: No overt apple character, but various flavors
and esters that suggest apples. May have “smoky (bacon)”
character from a combination of apple varieties and MLF.
61
Some “Farmyard nose” may be present but must not dominate; mousiness is a serious fault. The common slight farmyard nose of an English West Country cider is the result of
lactic acid bacteria, not a Brettanomyces contamination.
Appearance: Slightly cloudy to brilliant. Medium to deep gold
color.
Mouthfeel: Full. Moderate to high tannin apparent as astringency and some bitterness. Carbonation still to moderate,
never high or gushing.
Overall Impression: Generally dry, full-bodied, austere.
Comments: Entrants MUST specify carbonation level (still or
petillant). Entrants MUST specify sweetness (dry to medium).
Entrants MAY specify variety of apple for a single varietal
cider; if specified, varietal character will be expected.
Varieties: Kingston Black, Stoke Red, Dabinett, Foxwhelp,
Yarlington Mill, various Jerseys, etc.
FG: 0.995 – 1.010
ABV: 6 – 9%
Commercial Examples: [US] Westcott Bay Traditional Very
Dry, Traditional Dry and Traditional Medium Sweet (WA),
Farnum Hill Extra-Dry, Dry, and Farmhouse (NH), Wandering
Aengus Dry Cider (OR), Red Barn Cider Burro Loco (WA),
Bellwether Heritage (NY); [UK] Oliver’s Herefordshire Dry
Cider, various from Hecks, Dunkerton, Burrow Hill, Gwatkin
Yarlington Mill, Aspall Dry Cider
27C. French Cider
This includes Normandy styles plus ciders inspired by those styles,
including ciders made by various techniques to achieve the French
flavor profile. These ciders are made with bittersweet and bittersharp apple varieties cultivated specifically for cider making.
Traditional French procedures use small amounts of salt and calcium
compounds (calcium chloride, calcium carbonate) to aid the process
of pectin coagulation. These compounds may be used, prefermentation, but in limited quantity. It is a fault if judges can detect
a salty or chalky taste.
Aroma/Flavor: Fruity character/aroma. This may come from
slow or arrested fermentation (in the French technique of défécation) or approximated by back sweetening with juice. Tends
to a rich fullness.
Appearance: Clear to brilliant, medium to deep gold color.
Mouthfeel: Medium to full, mouth filling. Moderate tannin
apparent mainly as astringency. Carbonation moderate to
champagne-like, but at higher levels it must not gush or foam.
Overall Impression: Medium to sweet, full-bodied, rich.
Comments: Entrants MUST specify carbonation level (petillant or full). Entrants MUST specify sweetness (medium,
sweet). Entrants MAY specify variety of apple for a single varietal cider; if specified, varietal character will be expected.
Varieties: Nehou, Muscadet de Dieppe, Reine des Pommes,
Michelin, etc.
FG: 1.010 – 1.020
ABV: 3 – 6%
Commercial Examples: [US] West County Reine de Pomme
(MA), Rhyne Cider (CA); [France] Eric Bordelet (various), Etienne Dupont, Etienne Dupont Organic, Bellot
27D. Common Perry
Common perry is made from culinary/table fruit.
Aroma/Flavor: There is a pear character, but not obviously
fruity. It tends toward that of a young white wine. No bitterness.
Appearance: Slightly cloudy to clear. Generally quite pale.
Mouthfeel: Relatively full, low to moderate tannin apparent
as astringency.
Overall Impression: Mild. Medium to medium-sweet. Still to
lightly sparkling. Only very slight acetification is acceptable.
Mousiness, ropy/oily characters are serious faults.
(medium or sweet).
Varieties: Bartlett, Kiefer, Comice, etc.
FG: 1.000 – 1.020
ABV: 5 – 7%
Commercial Examples: [US] White Winter Hard Pear Cider
(WI), AEppelTreow Perry (WI), Blossomwood Laughing Pig
Perry (CO), Uncle John’s Fruit House Winery Perry (MI)
27E. Traditional Perry
Traditional perry is made from pears grown specifically for that purpose rather than for eating or cooking. Many “perry pears” are
nearly inedible.
Aroma/Flavor: There is a pear character, but not obviously
fruity. It tends toward that of a young white wine. Some slight
bitterness.
Appearance: Slightly cloudy to clear. Generally quite pale.
Mouthfeel: Relatively full, moderate to high tannin apparent
as astringency.
Overall Impression: Tannic. Medium to medium-sweet. Still
to lightly sparkling. Only very slight acetification is acceptable. Mousiness, ropy/oily characters are serious faults.
(medium or sweet). Variety of pear(s) used must be stated.
Varieties: Butt, Gin, Huffcap, Blakeney Red, etc.
FG: 1.000 – 1.020
ABV: 5 – 9%
Commercial Examples: [France] Bordelet Poire Authentique
and Poire Granit, Christian Drouin Poire, [UK] Gwatkin Blakeney Red Perry, Oliver’s Blakeney Red Perry and Herefordshire Dry Perry
Specialty cider/perry includes beverages made with added flavorings
(spices and/or other fruits), those made with substantial amounts of
sugar-sources to increase starting gravities, and the beverage made
from a combination of apple and pear juice (sometimes called “pider”).
The same general characteristics and fault descriptions apply to specialty ciders as to standard ciders (preceding category), with the
exception of adjuncts allowed.
28A. New England Cider
This is a cider made with characteristic New England apples for
relatively high acidity, with adjuncts to raise alcohol levels.
Aroma/Flavor: A dry flavorful cider with robust apple character, strong alcohol, and derivative flavors from sugar adjuncts.
Appearance: Clear to brilliant, pale to medium yellow.
Mouthfeel: Substantial, alcoholic. Moderate tannin.
Overall impression: Substantial body and character .
Comments: Adjuncts may include white and brown sugars,
molasses, small amounts of honey, and raisins. Adjuncts are
intended to raise OG well above that which would be
achieved by apples alone. This style is sometimes barrel-aged,
in which case there will be oak character as with a barrel-aged
wine. If the barrel was formerly used to age spirits, some flavor notes from the spirit (e.g., whisky or rum) may also be
present, but must be subtle. Entrants MUST specify if the cider was barrel-fermented or aged. Entrants MUST specify
carbonation level (still, petillant, or sparkling). Entrants
MUST specify sweetness (dry, medium, or sweet).
Varieties: Northern Spy, Roxbury Russet, Golden Russet
FG: 0.995 – 1.010
ABV: 7 – 13%
Commercial Examples: There are no known commercial examples of New England Cider.
28B. Fruit Cider
This is a cider with other fruits or fruit-juices added - for example,
berry. Note that a “cider” made from a combination of apple and
pear juice would be entered in this category since it is neither cider
nor perry.
Aroma/Flavor: The cider character must be present and must
fit with the other fruits. It is a fault if the adjuncts completely
dominate; a judge might ask, “Would this be different if neutral spirits replaced the cider?” A fruit cider should not be like
an alco-pop. Oxidation is a fault.
Appearance: Clear to brilliant. Color appropriate to added
fruit, but should not show oxidation characteristics. (For example, berries should give red-to-purple color, not orange.)
Mouthfeel: Substantial. May be significantly tannic depending
on fruit added.
Overall Impression: Like a dry wine with complex flavors.
The apple character must marry with the added fruit so that
neither dominates the other.
62
petillant, or sparkling). Entrants MUST specify sweetness (dry
or medium). Entrants MUST specify what fruit(s) and/or fruit
juice(s) were added.
FG: 0.995 – 1.010
ABV: 5 – 9%
Commercial Examples: [US] West County Blueberry-Apple
Wine (MA), AEppelTreow Red Poll Cran-Apple Draft Cider
(WI), Bellwether Cherry Street (NY), Uncle John’s Fruit Farm
Winery Apple Cherry Hard Cider (MI)
28C. Applewine
The term for this category is traditional but possibly misleading: it is
simply a cider with substantial added sugar to achieve higher alcohol
than a common cider.
Aroma/Flavor: Comparable to a Common Cider. Cider character must be distinctive. Very dry to slightly medium.
Appearance: Clear to brilliant, pale to medium-gold. Cloudiness or hazes are inappropriate. Dark colors are not expected
unless strongly tannic varieties of fruit were used.
Mouthfeel: Lighter than other ciders, because higher alcohol
is derived from addition of sugar rather than juice. Carbonation may range from still to champagne-like.
Overall Impression: Like a dry white wine, balanced, and
with low astringency and bitterness.
petillant, or sparkling). Entrants MUST specify sweetness (dry
or medium).
FG: 0.995 – 1.010
ABV: 9 – 12%
Commercial Examples: [US] AEppelTreow Summer’s End
(WI), Wandering Aengus Pommeau (OR), Uncle John’s Fruit
House Winery Fruit House Apple (MI), Irvine's Vintage Ciders
(WA)
28D. Other Specialty Cider/Perry
This is an open-ended category for cider or perry with other adjuncts
such that it does not fit any of the categories above. This includes the
use of spices and/or other sweeteners. A cider with added honey may
be entered here if the cider character remains dominant. Otherwise it
should be entered as mead in the cyser sub-category.
Aroma/Flavor: The cider character must always be present,
and must fit with adjuncts.
Appearance: Clear to brilliant. Color should be that of a common cider unless adjuncts are expected to contribute color.
Mouthfeel: Average body, may show tannic (astringent) or
heavy body as determined by adjuncts.
Comments: Entrants MUST specify all major ingredients and
adjuncts. Entrants MUST specify carbonation level (still, petillant, or sparkling). Entrants MUST specify sweetness (dry or
medium).
FG: 0.995 – 1.020
ABV: 5 – 12%
Commercial Examples: [US] Red Barn Cider Fire Barrel (WA),
AEppelTreow Pear Wine and Sparrow Spiced Cider (WI)
63
BJCP STYLE CHART, 2008 UPDATE
STYLE
OG
FG
ABV%
IBU
SRM
1. LIGHT LAGER
A. Lite American Lager
1.028-40
0.998-1.008
2.8-4.2
8-12
2-3
B. Standard American Lager
1.040-50
1.004-10
4.2-5.3
8-15
2-4
C. Premium American Lager
1.046-56
1.008-12
4.6-6.0
15-25
2-6
D. Munich Helles
1.045-51
1.008-12
4.7-5.4
16-22
3-5
E. Dortmunder Export
1.048-56
1.010-15
4.8-6.0
23-30
4-6
A. German Pilsner (Pils)
1.044-50
1.008-13
4.4-5.2
25-45
2-5
B. Bohemian Pilsener
1.044-56
1.013-17
4.2-5.4
35-45
3.5-6
C. Classic American Pilsner
1.044-60
1.010-15
4.5-6.0
25-40
3-6
A. Vienna Lager
1.046-52
1.010-14
4.5-5.5
18-30
10-16
B. Oktoberfest/Märzen
1.050-57
1.012-16
4.8-5.7
20-28
7-14
A. Dark American Lager
1.044-56
1.008-12
4.2-6.0
8-20
14-22
B. Munich Dunkel
1.048-56
1.010-16
4.5-5.6
18-28
14-28
C. Schwarzbier
1.046-52
1.010-16
4.4-5.4
22-32
17-30
A. Maibock/Helles Bock
1.064-72
1.011-18
6.3-7.4
23-35
6-11
B. Traditional Bock
1.064-72
1.013-19
6.3-7.2
20-27
14-22
C. Doppelbock
1.072-112
1.016-24
7.0-10.0
16-26
6-25
D. Eisbock
1.078-120
1.020-35
9.0-14.0
25-35
18-30
A. Cream Ale
1.042-55
1.006-12
4.2-5.6
15-20
2.5-5
B. Blonde Ale
1.038-54
1.008-13
3.8-5.5
15-28
3-6
C. Kölsch
1.044-50
1.007-11
4.4-5.2
20-30
3.5-5
D. American Wheat or Rye Beer
1.040-55
1.008-13
4.0-5.5
15-30
3-6
A. North German Altbier
1.046-54
1.010-15
4.5-5.2
25-40
13-19
B. California Common Beer
1.048-54
1.011-14
4.5-5.5
30-45
10-14
C. Düsseldorf Altbier
1.046-54
1.010-15
4.5-5.2
35-50
11-17
A. Standard/Ordinary Bitter
1.032-40
1.007-11
3.2-3.8
25-35
4-14
B. Special/Best/Premium Bitter
1.040-48
1.008-12
3.8-4.6
25-40
5-16
C. Extra Special/Strong Bitter (English Pale Ale)
1.048-60
1.010-16
4.6-6.2
30-50
6-18
A. Scottish Light 60/-
1.030-35
1.010-13
2.5-3.2
10-20
9-17
B. Scottish Heavy 70/-
1.035-40
1.010-15
3.2-3.9
10-25
9-17
C. Scottish Export 80/-
1.040-54
1.010-16
3.9-5.0
15-30
9-17
D. Irish Red Ale
1.044-60
1.010-14
4.0-6.0
17-28
9-18
E. Strong Scotch Ale
1.070-130
1.018-56
6.5-10.0
17-35
14-25
2. PILSNER
4. DARK LAGER
5. BOCK
8. ENGLISH PALE ALE
64
STYLE
OG
FG
ABV%
IBU
SRM
A. American Pale Ale
1.045-60
1.010-15
4.5-6.2
30-45
5-14
B. American Amber Ale
1.045-60
1.010-15
4.5-6.2
25-40
10-17
C. American Brown Ale
1.045-60
1.010-16
4.3-6.2
20-40
18-35
A. Mild
1.030-38
1.008-13
2.8-4.5
10-25
12-25
B. Southern English Brown Ale
1.033-42
1.011-14
2.8-4.1
12-20
19-35
C. Northern English Brown Ale
1.040-52
1.008-13
4.2-5.4
20-30
12-22
A. Brown Porter
1.040-52
1.008-14
4.0-5.4
18-35
20-30
B. Robust Porter
1.048-65
1.012-16
4.8-6.5
25-50
22-35
C. Baltic Porter
1.060-90
1.016-24
5.5-9.5
20-40
17-30
A. Dry Stout
1.036-50
1.007-11
4.0-5.0
30-45
25-40
B. Sweet Stout
1.044-60
1.012-24
4.0-6.0
20-40
30-40
C. Oatmeal Stout
1.048-65
1.010-18
4.2-5.9
25-40
22-40
D. Foreign Extra Stout
1.056-75
1.010-18
5.5-8.0
30-70
30-40
E. American Stout
1.050-75
1.010-22
5.0-7.0
35-75
30-40
F. Russian Imperial Stout
1.075-115
1.018-30
8.0-12.0
50-90
30-40
A. English IPA
1.050-75
1.010-18
5.0-7.5
40-60
8-14
B. American IPA
1.056-75
1.010-18
5.5-7.5
40-70
6-15
C. Imperial IPA
1.070-90
1.010-20
7.5-10.0
60-120
8-15
A. Weizen/Weissbier
1.044-52
1.010-14
4.3-5.6
8-15
2-8
B. Dunkelweizen
1.044-56
1.010-14
4.3-5.6
10-18
14-23
C. Weizenbock
1.064-90
1.015-22
6.5-8.0
15-30
12-25
D. Roggenbier (German Rye Beer)
1.046-56
1.010-14
4.5-6.0
10-20
14-19
A. Witbier
1.044-52
1.008-12
4.5-5.5
10-20
2-4
B. Belgian Pale Ale
1.048-54
1.010-14
4.8-5.5
20-30
8-14
C. Saison
1.048-65
1.002-12
5.0-7.0
20-35
5-14
D. Bière de Garde
1.060-80
1.008-16
6.0-8.5
18-28
6-19
E. Belgian Specialty Ale
Variable
Variable
Variable
Variable
Variable
A. Berliner Weisse
1.028-32
1.003-06
2.8-3.8
3-8
2-3
B. Flanders Red Ale
1.048-57
1.002-12
4.6-6.5
10-25
10-16
C. Flanders Brown Ale/Oud Bruin
1.040-74
1.008-12
4.0-8.0
20-25
15-22
D. Straight (Unblended) Lambic
1.040-54
1.001-10
5.0-6.5
0-10
3-7
E. Gueuze
1.040-60
1.000-06
5.0-8.0
0-10
3-7
F. Fruit Lambic
1.040-60
1.000-10
5.0-7.0
0-10
3-7
10. AMERICAN ALE
12. PORTER
13. STOUT
17. SOUR ALE
65
STYLE
OG
FG
ABV%
IBU
SRM
A. Belgian Blond Ale
1.062-75
1.008-18
6.0-7.5
15-30
4-7
B. Belgian Dubbel
1.062-75
1.008-18
6.0-7.6
15-25
10-17
C. Belgian Tripel
1.075-85
1.008-14
7.5-9.5
20-40
4.5-7
D. Belgian Golden Strong Ale
1.070-95
1.005-16
7.5-10.5
22-35
3-6
E. Belgian Dark Strong Ale
1.075-110
1.010-24
8.0-11.0
20-35
12-22
A. Old Ale
1.060-90
1.015-22
6.0-9.0
30-60
10-22
B. English Barleywine
1.080-120
1.018-30
8.0-12.0
35-70
8-22
C. American Barleywine
1.080-120
1.016-30
8.0-12.0
50-120
10-19
20. FRUIT BEER
Varies
with
base
beer
style
A. Spice, Herb, or Vegetable Beer
Varies
with
base
beer
style
B. Christmas/Winter Specialty Spiced Beer
Varies
with
base
beer
style
A. Classic Rauchbier
1.050-57
1.012-16
4.8-6.0
20-30
12-22
B. Other Smoked Beer
Varies
with
base
beer
style
C. Wood-Aged Beer
Varies
with
base
beer
style
23. SPECIALTY BEER
Varies
with
base
beer
style
A. Dry Mead
Varies
0.990-1.010
Varies
N/A
N/A
B. Semi-Sweet Mead
Varies
1.010-25
Varies
N/A
N/A
C. Sweet Mead
Varies
1.025-50
Varies
N/A
N/A
A. Cyser (Apple Melomel)
Variable
See
Guidelines
N/A
N/A
B. Pyment (Grape Melomel)
Variable
See
Guidelines
N/A
N/A
C. Other Fruit Melomel
Variable
See
Guidelines
N/A
N/A
A. Metheglin
Variable
See
Guidelines
N/A
N/A
B. Braggot
Variable
See
Guidelines
N/A
N/A
C. Open Category Mead
Variable
See
Guidelines
N/A
N/A
A. Common Cider
1.045-65
1.000-20
5-8%
N/A
N/A
B. English Cider
1.050-75
0.995-1.010
6-9%
N/A
N/A
C. French Cider
1.050-65
1.010-20
3-6%
N/A
N/A
D. Common Perry
1.050-60
1.000-20
5-7%
N/A
N/A
E. Traditional Perry
1.050-70
1.000-20
5-9%
N/A
N/A
A. New England Cider
1.060-100
0.995-1.010
7-13%
N/A
N/A
B. Fruit Cider
1.045-70
0.995-1.010
5-9%
N/A
N/A
C. Apple Wine
1.070-100
0.995-1.010
9-12%
N/A
N/A
D. Other Specialty Cider or Perry
1.045-100
0.995-1.020
5-12%
N/A
N/A
19. STRONG ALE
22. SMOKE-FLAVORED & WOOD-AGED BEER
26. OTHER MEAD
66

Promotional Modeling 101 - How To Get A Beverage Promotional Job

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